O2 has hired the PR agency that has run campaigns for Sony PlayStation and W Hotels in a bid to reconnect with the youth market and refresh the brand.
John Doe has been hired on a ‘project by project basis’, but O2 PR director Nicola Green told Mobile she hoped to build a ‘long-term relationship’ with the agency.
The appointment does not affect O2’s relationship with the Blue Rubicon firm, which Green said would continue to handle ‘more serious’ PR.
She said: ‘We need to create a lot more connection and fun, and deliver our message in a more colloquial sort of way. We needed to ask the question: “Are we doing enough to differentiate ourselves?”. Our conversation with John Doe revolved around what the O2 brand was missing and where they thought they could take us.’
Green added that the firm would not work on specific products or services but more on the operator’s ‘brand activity’.
She said: ‘We want to use them to work with people who haven’t yet broken into the mainstream. They won’t be brand ambassadors in a traditional role. O2 is celebrating its 10th anniversary this year and we could maybe look to 10 people who we can work with on different projects during the next decade.’