Advertising budget of O2 is being distributed to Publicis
In a significant move for the telecommunications sector, O2 Telefónica has announced a new partnership with Publicis for its creative communication, social media, and sponsorship, marking the beginning of a new era for the brand as it celebrates its 20th anniversary.
The pitch process, described as a "high-level selection process," saw all invited agencies present strong strategic and creative approaches. The selection was assisted by pitch consultancy Cherrypicker, and the tough negotiations that followed resulted in the selection of Publicis, specifically the Leo, Digital, and Mars United agencies, along with external partners The Ambition and Intermate.
The Ambition will focus on culture marketing, while Intermate will handle social media duties. The media account for O2, however, will continue to be handled by Havas, separate from the creative account.
Steve Plesker, Director of Brand and Marketing Communications at O2 Telefónica, expressed gratitude towards Serviceplan Bubble for its significant contributions over the past five years. He stated, "Serviceplan Bubble has contributed greatly to the development and strengthening of the O2 brand." However, Plesker also announced that O2 will transition retail marketing, customer base communication, and performance marketing into the new operating model in the second quarter of 2026, with Serviceplan Bubble no longer managing the account. Until the end of the year, O2 will continue working with Serviceplan Bubble for above-the-line communication and trade marketing.
Plesker also expressed gratitude towards all participating agencies, acknowledging the fierce competition in the telecommunications sector. He emphasized the importance of a strong brand for business success, stating that O2 is a strong, well-positioned brand with great potential.
The collaboration with Publicis, Leo, Digital, and Mars United agencies for creative communication, social media, and sponsorship begins in early 2026. This move is part of O2's strategic efforts to bring back the 'can do' claim for its 20th anniversary, as mentioned by Plesker.
Meanwhile, O2's competitor, Deutsche Telekom, is currently working with Saatchi & Saatchi on its creative communications. This latest development in the telecommunications industry promises an exciting future for both O2 and its competitors.
