Three moved its consumer PR retainer, likely to be worth a five-figure sum monthly, following nearly four years working with Cow - PRWeek had revealed in January that the agency was stepping down from the brief.
W will work alongside Three's existing longstanding agencies W&K, Gravity Road and Mindshare, with activity including brand campaigns, strategic counsel, media relations across tech and lifestyle, news generation and influencer and talent engagement.
Adam Mack, W UK CEO, said: "We’re so excited to join the Three team on their journey to make Three one of the nation’s best-loved brands. Their willingness to push the boundaries and their desire for great, award-winning work mirrors our own ambition and attitude. It’s going to be a lot of fun."