Koutsoudakis also revealed that the business had witnessed a 16-point growth on the back of the platform’s campaigns focusing on connecting families with the things that matter most to them.

The campaign will run across TV, video on demand, cinema and on Vodafone U.K.’s YouTube channel until Dec. 24.

Consistency Across the Network

Vodafone is an international company that operates across 22 countries resulting in various marketing campaigns that must remain consistent within the overarching company brand.

Koutsoudakis explained that the “construct” of Vodafone’s operations as a global brand meant that there is unity created through its brand identity assets, its values and “a degree of flexibility” offered for each specific country to be able to adapt its communications as needed.

She cited the use of the global platform “Together we Can” as a brand identity that is “huge” for the brand’s U.K. campaigns as well as the speech icon that represents Vodafone around the world.

“Some of the executions are very U.K. specific but there’s enough flexibility. But at the heart, it’s the brand is still the same. It’s a reliable brand, it’s a brand network, it’s got accessible products and that’s ubiquitous no matter which country you go into, but the expression people need to feel like the brand is theirs in the U.K., so we have flexibility to do that.”

Vodafone U.K. is currently reviewing its advertising account which has been with Ogilvy for the last seven years as it begins to merge with rival network Three.

“After a strong seven-year partnership with Ogilvy, under which Vodafone has seen the brand grow both in consideration and brand power, it feels like a natural time in the brand growth cycle to review our creative and ensure we accelerate growth for the future. We are excited about this next chapter,” Koutsoudakis has previously explained in a statement.

CREDITS:

ECD: Sam Cartmell
Creative team: Holly Henderson & Georgia Horrocks
Producer: Jeremy Dunn
Assistant producer: Paolo Alberto Neri
Client lead: Justin Cox
Client partner: Lucy Nebel
Account director: Karolina Dovgialo
Strategy partner – Gareth Ellis
Junior strategist – Julia Manstead
Director:  Vince Squibb
Production Co: Academy
Editor: Paul Watts
Editors: The Quarry
Post production: GPS
Music: “I Found You” by Sub Focus.
Agency: Ogilvy UK