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T-Mobile, the brand that will cover all Deutsche Telekom's wireless

interests and extinguish the One 2 One name in the UK, is to review its

multi-million-pound global ad business.

The move puts One 2 One's above-the-line agency, Bartle Bogle Hegarty,

and media agency, Starcom Motive, on alert. It is not yet known whether

T-Mobile will seek a single global agency or continue to use individual

agencies in local markets.

"One 2 One's UK TV spend is around £45m so the total spend for

Deutsche Tele-kom's mobile interests runs into hundreds of millions,"

said a One 2 One spokesman.

"To be a successful global player you need a single umbrella brand.

T-Mobile is more translatable across national boundaries than One 2

One," he added.

The transition to the T-Mobile brand will be completed by the end of

2002.

Apart from One 2 One, Deutsche Telekom's wholly-owned wireless

businesses are T-Mobil in Germany, Voice-Stream in the US, Max Mobile in

Austria and Radiomobil in the Czech Republic.

It also has controlling interests for wireless businesses in the

Netherlands, Poland and Hungary. T-Mobile will have more than 40 million

customers worldwide.

In the UK, One 2 One managing director Harris Jones, chief sales and

marketing officer Clent Richardson and marketing director Tim Yates are

likely to oversee the changes. It is not yet known how One 2 One's

70-strong marketing team will be affected by the rebranding.

One 2 One's latest brand-building drive centred on the strapline 'Life

is made of One 2 Ones' with TV ads by BBH starring actor Gary

Oldman.

It is understood that One 2 One's below-the-line agency, Claydon Heeley

Jones Mason, will be retained for T-Mobile's direct marketing efforts in

the UK, worth £10m. Claydon Heeley scooped the network's direct

marketing account in March from WWAV Rapp Collins.

Killing off the One 2 One name is likely to prompt the Football

Association to seek a new official sponsor for the England football

team. The deal expires at the end of the current football season. One 2

One is also the shirt sponsor for Everton FC.

Launched in 1993, One 2 One has about seven million active customers but

has lagged behind Vodafone and BT Cellnet and was overtaken by Orange

when it entered the market in 1994.