Many of the top direct marketing agencies will be lining up to try to prise the O2 DM account away from Archibald Ingall Stretton, after the company revealed it is putting the business up for pitch for the first time in five years.
The AAR is handling the process, for what has been one of the most eagerly awaited reviews. AIS, which has held the account since 2003 – despite almost weekly speculation that it was up for pitch – will have been expecting the move and has been asked to repitch.
Sally Cowdry, O2 marketing and consumer director, said: “The pitch is no reflection on the work AIS have been doing for us. From time to time we review our agency relationships to ensure they continue to represent best practice in the industry, and that they best fit our evolving business priorities.
“It is five years since we last pitched our below-the-line communications and, having recently looked at our media and digital agencies, we believe it’s the right time to ensure we have the best support in our direct marketing.”
During its time working on the account, AIS has picked up numerous industry awards for O2, including the DMA grand prix for its campaign to bring England’s rugby matches in 3D to O2’s customers.
The data account, handled by Tree – formerly part of AIS and recently purchased by Chime – is understood to be unaffected by the review.
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