Vodafone has agreed a deal to let a 92,000 sq ft property in Paddington which will house 500 members of staff, including some from its Newbury base.
The operator’s global marketing staff will begin working at the location, called One Kingdom Street, from January 2009, which is only yards from rival Orange’s UK HQ.
Most of the staff will be moved from Newbury, although some will relocate from the office in London’s Strand.
Vodafone stressed that Newbury is still its global HQ and the UK marketing team and global enterprise team would remain there.
The operator also said that not all members of the global marketing team would move to the new site.
A spokeswoman said: ‘The move will bring our global marketing staff together, working in one location. It will also give us greater opportunities to bring in the best London-based talent.’
Vodafone appears to have empowered its global marketing team at the expense of the UK marketing operation of late. In February, the operator disposed of the UK chief marketing officer position, which was previously held by Tim Yates.
The company announced two new UK marketing appointments last week to its consumer management team.
Former American Express product development head Phil Marsland will join the operator in the newly created head of customer marketing role, while Charlie Smith, who has been acting as head of brand and marketing communications for the last four months has had his position made permanent.
Phil Marsland will join Vodafone on 15 September. Both will report to Ian Shepherd, Vodafone’s consumer director.
Handset buying and other service-related functions have taken on a more global slant under recent changes, although Vodafone stressed that the local operation would retain considerable autonomy.
Mobile reported in February that around 20 members of staff from teams including brand strategy and manifestation and brand experience and franchising had moved to Dublin.