The mobile operator has traditionally used direct agencies on a project basis. This work has been conducted predominantly via MMS, although earlier this year it used Re-Creative to develop five mailings promoting its partnerships with youth brands such as Club 18-30 and STA Travel.
3 called the review in March with the aim of shifting its focus toward media such as email and the web.
Claydon Heeley pitched for the business alongside digital agency Holler because its sister agency, Agency Republic, handles online advertising for rival O2 and was unable to pitch.
3's decision to revamp its direct work follows a move away from Asian imagery in its ads.
Its current campaign, created by WCRS, has been given a retro 50s Americana feel to forge a closer link with Western consumers.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)