Reporting to brand and channel marketing director Colin Morley, Tod will become the mobile phone giant's head of UK brand and marketing communications.
Tod will oversee Vodafone's UK brand marketing, including advertising which from later this year will be created globally by Wieden & Kennedy and implemented locally by J Walter Thompson. The realignment, announced last week, means WCRS' brief tenure of the account will end in September (Marketing, May 16).
During his 15 years at P&G, Tod oversaw the marketing of brands including Pantene, Wash & Go and Head and Shoulders.
He also stood unsuccessfully as a Liberal Democrat candidate for the Ealing, Acton and Shepherd's Bush seat at last June's general election.
Vodafone spends about £40m on marketing in the UK alone, the bulk of which is now being directed towards brand-building and taking market share from rival networks such as T-Mobile, O2 and Orange.
It is also concentrating on the promotion of next-generation services that offer greater interactivity than voice and text messaging.
Separately, Vodafone is in talks with media agencies with a view to consolidating into one global network and phasing out local agencies including OMD UK.
The decision is not thought to affect its global media planning agency Carat International.
- Brand Health Check, page 15.
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