According to Sanjay Sabnani, O2 Asia-Pacific’s new VP of marketing and branding, the PDA maker “wanted to be more focused with one (agency)” .
The change is not expected to affect its media incumbent, Starcom, though Sabnani added that the company was “constantly reviewing its agencies”.
According to sources, most of O2’s marketing communications thus far have been below-the-line. However the BT-owned manufacturer has announced plans to push out several new models this year, following aggressive product launches last year from its chief rival, BlackBerry.
Sabnani joined O2 in January, filling a gap left by the departure of six-year O2 veteran, Pei Wen Wong (Media, 2 June 2006).
