The company has appointed The Partners to carry out the work, following a pitch against four undisclosed firms. The agency will now join Team Vodafone, which co-ordinates work by other WPP companies for the mobile operator.
The Partners' first task will be to ‘review Vodafone's global brand identity and guidelines and make recommendations'. A Vodafone spokeswoman stressed that it would not affect the logo, typeface or colour palette, which would remain the same.
The rethink follows the roll-out of Everything Everywhere, the umbrella corporate brand that will house Orange and T-Mobile. Commentators have speculated that this will evolve into a consumer-facing brand and increase pressure on rivals.
Vodafone doubled its global pre-tax profits in the year to 31 March from £4.2bn in 2009 to £8.7bn in 2010. However UK revenues dipped over the same period by 7%.
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