All Marketing articles – Page 2
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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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PeopleTelefónica 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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PeopleT-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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PeopleEx-BT CEO Philip Jansen named WPP chair
Advertising giant WPP appoints Jansen to Non-Exec Chair role, amidst rumours of Rentokil buyout…
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Products & ServicesTelefónica furthers automation agenda with AI offer personalisation
DTW24 – Ignite: Operator seeks to leverage generative AI to provide higher-value products and offers for customers in Germany and Spain. Two solutions presented include digital customer assistant and recommendation engine for marketing teams, which are set to assist with Group’s wider strategy to automate business processes.
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Products & ServicesNew startup seeks to bring UK telcos into adtech
Industry veteran hopes to drum up UK operator support for a new aggregator platform to bring together ad sales and performance measurement powered by telco data.
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Content & TVTelekom Deutschland targets tenants with UEFA EURO campaign
Commercial puts focus on the ability to switch TV providers with football as an additional incentive.
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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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Consumer (B2C)BT’s Marc Allera: putting relationships first as operators strive for ‘resonance and relevance’
MWC: BT Consumer CEO lays out focus on building a “relevant” EE brand that prioritises connectivity-adjacent services, before leveraging BT’s network strengths once relationships are built.
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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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PeopleO2 Germany’s marketing director heads for exit
Consumer boss Andreas Laukenmann temporarily fills boots as Michael Falkensteiner moves to focus on ”new tasks outside the company”.
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Analyst BriefingDeutsche Telekomwatch Weekly: is DT rethinking its now mega-branding?
Despite new-found status as top-ten global brand, Group is also making visual identity changes behind the scenes that underline question of whether ‘Deutsche Telekom’ name chimes with global, ‘digital’ ambitions. 20+ more stories…