The announcement was made as Vodafone switches 14 of its 16 network operations across the world to the Vodafone brand.
In November 2001, Vodafone called a review of agencies with the intention of reassessing its existing roster of ad agencies internationally and appointing a single global network.
JWT will now take responsibility for providing strategy and advertising materials for Vodafone's global brand campaigns. Wieden & Kennedy, appointed in May 2001, will continue in its role as creative agency with a 拢250m slice of the global budget. Vodafone will also retain other agencies on its roster to work on specific projects as necessary.
Thomas Geitner, chief executive of global products and services at Vodafone, said: "We have made tremendous progress in building a single brand. Our customers now know that wherever they see the Vodafone brand they will be able to receive their mobile services."
He added: "We need to build upon our achievements and continue to invest in our brand. Our migration strategy to a single Vodafone brand has created a common communications platform across our subsidiaries, ensuring operational benefits and clear communication to our customers. JWT鈥檚 appointment will ensure consistency of brand positioning as we introduce new mobile data services."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .