Shine wins full Vodafone brief to steer consumer

Vodafone has handed its entire consumer brief to Shine Communications following a massive comms review. It has also given Harvard PR an expanded brief.

Shine already runs a music brief involving Vodafone's ‘TBA' secret music gigs.

Vodafone head of media relations, strategy and planning Anna Cloke said: ‘Having spent the past year on music PR, we felt Shine was ready for the whole consumer brief,' she said.

Meanwhile, Harvard had been tipped to lose its technology brief (PRWeek, 30 March) but has instead gained an expanded contract which will see it work across enterprise and technology.

Cloke said: ‘We also want to up our game in the tech space, which is why Harvard now has an expanded brief.'

Harvard MD Chris Cartwright said: ‘Vodafone has been repositioning itself as a mainstream information communications technology player. It offers fixed line and converged comms as well as mobile and needs its tech and enterprise PR to reflect that.'

The review ends a six-year association with Borkowski PR. ‘Borkowski has had a successful and rewarding experience working across all areas of the Vodafone brand during a significant growth period and launching its most important services and developments. These include Vodafone live!, 3G, Simply and mobile TV,' said the agency's media director Joanne McNally.

‘However, after six years, all brands need to move on and we welcome the opportunity this offers us to work across other areas of the industry.'

Shine and Harvard will be working with a company that has endured a difficult time of late. Last year some shareholders called for the removal of CEO Arun Sarin as the company faced stiff competition in the mobile phone market, falling call tariffs and a European Commission decision to cap roaming charges.

Vodafone said it did not expect further reviews, and Finsbury and Tavistock's corporate accounts would remain unaffected.

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