Taylor, who will take on the new title of head of advertising and sponsorship, will oversee existing activity such as Secret Gigs, for which T-Mobile sends texts to customers revealing the location of events 90 minutes before they are due to start. Previous gigs have featured artists such as Lady Sovereign and the Happy Mondays.
He will also be responsible for T-Mobile's association with sports - the brand was an official partner of Euro 2004 and the 2006 FIFA World Cup in Germany.
Hester, who was at T-Mobile for more than a decade, left the Deutsche Telekom AG-owned firm to join Castrol in May. He has been tasked with leveraging its sponsorship of Euro 2008, hosted by Austria and Switzerland (Marketing, 25 May).
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