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CHI & Partners will create an integrated campaign to highlight its 4G mobile network to consumers.

The agency has also been asked to develop an integrated campaign to raise the profile of the company's customer service brands, including Carphone Warehouse’s Geek Squad and Dixons’ Knowhow.

Carphone Warehouse was one of CHI & Partners’ founding clients. It has worked with the company since 2001. 

Julian Diment, the marketing director at Carphone Warehouse, said: "Launching iD is an important moment for us and an agile marketing strategy is needed to deliver the impact we are looking for amongst a broad audience of digitally-savvy consumers." 

The news comes after last week’s launch of a new content-driven ad campaign by Brothers and Sisters for Carphone Warehouse featuring Keith Lemon, the character played by comedian Leigh Francis and presenter of ITV 2's Celebrity Juice.

The films show Lemon seeking out interesting characters in Japan and challenging them to use Carphone Warehouse’s "Pin Point test" to find their "bestest possible deal."

As well as a 60-second TV ad that broke on Saturday during the Champions League final, the campaign includes a series of short content films that will be available on YouTube, Carphone Warehouse’s content hub 'The Lowdown', Facebook and Twitter.

The work was created by Brothers and Sisters, and was directed by Chaplin and Forbes through Hungry Man.

Gary Booker, the chief marketing officer at Dixons Retail, said: "We will be working with CHI & Partners to help us bring to life the real difference that service brands such as ‘Geek Squad’ and ‘Knowhow’ can make across these areas for all our customers."

Brothers and Sisters won Carphone Warehouse’s digital and content work in November, after a pitch against CHI & Partners, Karmarama and Adjust Your Set.

The chief executive of Brothers and Sisters, Matthew Charlton, said: "This is great example of a modern approach to creative.

"It's a launch of an entertainment franchise where we use online content as the hub of the entertainment experience but then have a flexible enough property in Mr Lemon to export it out to any channel you choose."