TitleIt only works if it all works - 9
Agency
Campaign It only works if it all works - O2
Advertiser O2
Brand O2
PostedMay 2005
Business Sector Personal Wireless Communication
Tagline It only works if it all works
Philosophy In just two years O2’s troubled predecessor, BT Cellnet, has been transformed into a vibrant brand and thriving business. The case is emblematic of how brand engineering can transform every facet of a business. It also demonstrates how astonishingly integrated communications have solved a key question facing marketeers today: how to build an attractive long-term brand whilst simultaneously driving short-term sales.
Result O2’s integrated approach has paid for itself more than 60 times over, generating £4,799m incremental margin for the business.
Media Type Transportation & Vehicles
Market United Kingdom
Strategic Planner
Advertising Manager
Strategic Planner
Director
Partner

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