11/29/2010 9:55:00 PM
Power 50 Profile: John Penberthy-Smith, Marketing Director, 3 UK
Penberthy-Smith is another marketeer who has shaken up his company’s image. The former Vodafone man has ditched the quirky jellyfish ads and fluffy clouds associated with 3 and taken on new agency Euro RSCG. JPS, as he is known, has brought order into 3’s marketing drive. Competitors acknowledge that the operator is no longer spraying money around with a scatter gun approach and credit him with bringing a new focus to the company. The more integrated approach coincides with a time when 3 is once again being a disrupter in the market.