The mobile operator has briefed Glue to create a digital project to go live in the fourth quarter of this year. The activity will reposition 3 as a 'down-to-earth' brand that offers a range of multimedia services.
3 shortlisted Glue for its £27m creative account earlier this year, but awarded the business to Euro RSCG after a long-running review of its agency arrangements (Marketing, 9 May).
The company now plans to boost its digital spend to an unprecedented level to highlight its mobile-TV, internet and music offerings, as well as its tariffs and talk plans.
It is understood that 3 will work with Glue on a project basis. 'Our strategy will see us embrace media-neutral solutions with a heavy bias toward digital,' said John Penberthy-Smith, marketing director of 3 UK.
The activity will place 3 head-to-head with rival Vodafone, which is preparing to launch its biggest digital drive to promote its mobile-internet service.
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