The firm, which owns mobile brand O2, has finally picked Ketchum following an eight-month pitch process (PRWeek, 24 April). It is understood Ketchum prevailed in a final round that also included Burson-Marsteller.
The brief is aimed at building awareness of the firm, which also owns mobile brands in Spain and Latin America. It is understood the company considers this a vital part of its acquisition strategy, which saw it eyeing prospects in the UK, Brazil and Germany this year.
The appointment of a PR agency also comes after Telefonica last month unveiled a new brand strategy. All mobile operations will now sit under O2 for Europe and Movistar for Spain and Latin America.
In addition a new Telefonica brand identity will be used at an institutional level for investor relations, employee comms and CSR. The company also appointed Wunderman to handle its global B2B digital account.
