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MarketingTelefónica España brings back the human touch with CX overhaul
Movistar por Ti is to be extended across the Spanish unit’s customer base, featuring a platform-based approach to customer services underpinned by AI, but emphasising support from actual people.
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MarketingOTE dons parent’s T in brand switch-up
With adoption of ‘Cosmote Telekom’ as new commercial marque, outlying NatCo finds compromise with parent Deutsche Telekom that preserves local brand equity while unlocking more efficiencies from being part of DT family.
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MarketingBT brand to retain consumer spot after strategy rethink
BT to keep titular brand running alongside EE in the consumer space, reversing a decision to scrap the BT marque. Move reportedly made to retain “older customers” familiar with legacy branding, as BT faces imminent migration of customers onto newer services…
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MarketingDeutsche Telekom retains title of most valuable telecoms brand
Latest ranking from Brand Finance shows Deutsche Telekom remains the most valuable telecoms brand in the world, while expansive rival e& is the fastest growing.
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MarketingOrange Belgium reportedly plans to drop VOO brand
Local media reports suggest that the VOO brand will be retired by September 2025.
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Marketing‘Huge’ file dump prompts another delay in DT-Telefónica logo dispute
Spanish operator wins more time to present its case in branding dispute, citing the burden of sifting through an “astonishing” volume of evidence submitted by opponent Deutsche Telekom.
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MarketingAnother DT business drops Group’s T-Systems brand
T-Mobile Poland aims to exploit internal synergies and improve go‑to‑market for “advanced business solutions” with a refresh of business-to-business branding.
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MarketingTelefónica seeks more time to resolve DT logo clash
Spanish group seeks to extend year-long suspension of IP rights dispute surrounding its 2021 ‘T’ logo refresh.
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MarketingDeutsche Telekom’s new brand sharpens identity down to a ‘T’
DT has reportedly deliberated the adoption of a more generic Group brand.
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MarketingStudy says Deutsche Telekom is now world’s most valuable telecoms brand
Brand Finance places Group ninth overall across global businesses.
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MarketingDT chief hints Greece’s OTE may adopt ‘T’ logo
Höttges hails hanging of Group logo as “strong sign of belonging” at Greek operator.
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MarketingT-Mobile brand continues vanishing act with Dutch exit
The new Odido brand is replacing T-Mobile and Tele2 in the Netherlands.
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MarketingDeutsche Telekom, Telefónica want more time to resolve ‘T’ logo dispute
Duo asks European Union Intellectual Property Office for six-month extension to resolve differences.
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MarketingMagyar Telekom to drop T-Systems brand
Deutsche Telekom-controlled telco to meld B2B brands and functions to improve go-to-market for “convergent digital business offerings”.
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MarketingTelefónica has a change of plan on convergence
Fusión brand set to be replaced after a decade as totem for Group’s convergence strategy. Move comes with convergent ARPU and acquisition in stall. New service to draw on Group’s prolific recent recruitment of partners such as Microsoft, Prosegur, and Teladoc.
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MarketingTelefónica, Deutsche Telekom lock horns over ‘T’ logo
DT objects to Telefónica’s adoption of a ‘T’ made up of five circles.
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MarketingBT recalibrates ad strategy with in-house reshuffle
Operator joining up ad capabilities across Consumer, Enterprise, and Global. Establishes new Media Centre of Excellence to share learnings.
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MarketingNew T-Mobile US unit to take Un-Carrier model into ads
2019 Pushspring buyout morphs into launch of T-Mobile Marketing Solutions business, with talk of “disruption” and focus on industry “pain points”.
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MarketingEE influence sees BT switch multi-million ad account
AMV BBDO bows out from BT’s advertising after more than 20 years. EE’s main creative partner builds on its success in delivering Beyond Limits. Mobile marketers charged with supporting internal transformation as well as external image.