T-Mobile hires Citigate for strategic brief

T-Mobile has hired Citigate Dewe Rogerson on a group-wide strategic brief after director Tony Carlisle resigned the £1m Orange account just a month ago.

Carlise, one of the agency’s original founders, won the business without a competitive pitch after the mobile giant phased out its UK-specific retained work with Weber Shandwick. WS now works for the firm only on a project basis.

Citigate has been handed a corporate and financial brief that centres on international work, although it will also include the UK comms strategy.

‘We have asked them to focus on the overall positioning of the T-Mobile group,’ said T-Mobile UK director of corporate comms Neil Lovell.

‘In the past 12 months we have become part of an international group – it’s is time to concentrate on some of the things that we want to focus on.’

Carlisle will report to the T-Mobile group and specifically CEO Rene Obermann.

The agency started work this month on an account that was won following ‘conversations at group level’, according to Carlisle. He said: ‘It is advisory and consultancy at both group and UK level, along with associated implementation.’

Citigate is expected to draw up a media relations and comms strategy to promote the T-Mobile name, currently lagging behind Orange and Vodaphone in consumer recognition.

‘T-Mobile is one of the world’s biggest mobile brands. There is a need to deepen the recognition and associations of the brand in this country,’ Carlisle said.

One of T-Mobile’s objectives is to boost usage of so- called ‘t-zones’, part of the firm’s internet-based services where users can download games, film trailers and music.

To this end, the firm has struck marketing deals with content providers such as Sony Pictures with its film Charlie’s Angels: Full Throttle.

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