Maja Pawinska Sims 12 Apr 2018 // 9:23AM GMT
LONDON — W has been appointed as the retained consumer agency for mobile network Three UK after what it describes as a “fiercely competitive” pitch process.
W’s brief includes supporting Three’s wider marketing plan, including brand campaigns, strategic counsel, media relations across tech and lifestyle, influencer and talent engagement and creative news generation.
The account had been held by Cow since 2014. W will work with the Three team and its other agencies, W&K, Gravity Road and Mindshare, to build emotional engagement and relevance with target audiences.
W will also be working with Three to build a measurement tool to more effectively track return on investment.
Three is the latest in a number of account wins for W, including Innocent, Hard Rock Hotel, YO! and Ministry of Sound.
Adam Mack, W’s UK CEO said: “We’re excited to join the Three team on their journey to make Three one of the nation’s best-loved brands. Their willingness to push the boundaries and their desire for great, award-winning work mirrors our own ambition and attitude. It’s going to be a lot of fun.”
Three’s director of brand and marketing communications Kat Ward-Smith added: “We have huge ambitions as a brand and need a creative agency that will set us apart and deliver stand-out results. We have such a great story to tell and need an agency that can communicate this, alongside driving genuine interest and love for our brand in a compelling, fun way. W demonstrated their creative capabilities and passion to work for Three and we’re confident we’ve chosen the right agency to help take our brand to the next level.”