02 parent pitches seven-figure global brief

The brief is aimed at building awareness of the parent company that owns mobile brands O2 and Movistar.

While the pitch covers several global markets, agency sources told PRWeek that the UK and the US are particularly important to the world's fourth biggest telecoms company.

‘It's obviously a premier brand in Spain, but pretty much unknown in these countries,' said a source. ‘They want to build awareness of the parent brand.'

There is some speculation that Telefonica is trying to improve its recognition because of an increasingly acquisitive mindset. Industry reports point to T-Mobile and Sprint as potential targets for the company.