All Marketing articles – Page 2
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Financial & PerformanceCommunity Fibre take-up rate hits 25% after strategic shift
Altnet hits 25% full-fibre take-up rate, placing it third only to Openreach and nexfibre/VM O2 among UK fibre majors.
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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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Strategy & ChangeGCX revives FLAG brand in digital infra-focused strategic rethink
International data centre and submarine cable operator revives FLAG marque to house infrastructure assets, with plans to invest further in cables across “more geographies” and create new “customer-tailored” propositions…
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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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M&AT-Mobile snaps up UK marketing tech business to fuel T-Ads push
Un-Carrier announces another bolt-on tech buy for its advertising solutions business in the form of UK provider Blis, as it seeks to build a multi-billion dollar revenue side-business targeting digital marketers.
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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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M&AT-Mobile bulks up T-Ads with $600m Vistar buy
T-Mobile US doubles down on growing advertising business with acquisition of digital-out-of-home ad tech specialist Vistar Media for $600m.
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InterviewIn depth: Eurotelco adtech Utiq sets course for Americas
Ambitious JV plots further regional Transatlantic expansion following recent Austrian debut, according to CEO Marc Bresseel. Read more on plans to crack North America, reach new platforms, forge new partnerships in adtech, telecoms, raise further funds, and beyond…
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Venturing & InvestmentsEuropean telcos to inject more funds in adtech venture Utiq
Digital advertising joint venture between Deutsche Telekom, Orange, Telefónica, and Vodafone gearing up for financial injection in early-2025, as it begins to take ‘cookieless’ digital advertising mission to new markets…
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Partnerships & AlliancesVodafone’s $14bn brand continues to shrink as Hungary swap-out confirmed
Vodafone’s global brand presence dilutes further as 4iG-owned Vodafone Hungary prepares for name change.
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Partnerships & AlliancesVirgin Media O2 to anonymise mobile geodata for brand owners via Blis’ Audience Explorer
UK operator signs three-year exclusive deal with data platform to give marketers insight into mobile brand engagement, as VM O2 remains keen to expand market for O2 Motion offering…
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Analyst BriefingTelefónicawatch Weekly: Group seeks R&D boost, CEO comfy in GSMA chair, fresh startup investment
Telefónica goes to market with new AI, blockchain, cybersecurity, and quantum computing services. Meanwhile, German telcos lend each other a hand to get Gigabit 5G services on the rails.
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PeoplewatchTelefónica names new brand boss to lead German marketing ramp-up
Steve Plesker permanently fills Brand & Marketing Director position at O2, taking responsibility of branding from CCO Andreas Laukenmann. Appointment comes as O2 seeks to push even harder on commercial front…
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Public AffairsUK telcos under regulatory fire for ‘misleading’ ads
BT, TalkTalk, and Virgin Media O2 asked to remove ads following ASA investigation into claims that they could mislead consumers about mid-contract price hikes.
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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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Products & ServicesTelekom Deutschland turns to youth in German pricing fight
German NatCo maintains focus on More for More, and upping inclusive value rather than answering rivals’ aggressive pricing tactics.
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EventwatchEE navigates ‘tricky’ 5G SA marketing, steers clear of sector’s past blunders
Speaking at Connected Britain, EE Chief Executive Marc Allera said advertising 5G SA is a challenge and not helped by the mobile industry over-promising and under-delivering on non-standalone 5G.
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Strategy & ChangeO2 Germany revives Simyo B-brand as discount push continues
Mobilezone partnered to resurrect budget brand, continuing commercial aggression as O2 seeks to fill void left by 1&1 contract loss. Strategy shift yet to materially deliver, however. Read more…
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PeoplewatchT-Systems exec rejig continues after sales chief exits
Elke Anderl promoted to become Chief Commercial Officer at DT’s enterprise IT division, after Urs Krämer resigns.
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PeoplewatchEx-BT CEO Philip Jansen named WPP chair
Advertising giant WPP appoints Jansen to Non-Exec Chair role, amidst rumours of Rentokil buyout…