One Barrack Street currently services the business, drawing 55 staff from across STW’s agencies, which include RMG Connect, Yellow, Talk and New Dialogue.
The unit was set up in response to client pressure, but it appears that Vodafone’s requirements have changed. The decision to review comes after Craig Herbison took on the role of head of brand and communications earlier this year, succeeding Rosie Gray-Spencer. Herbison, a former STW employee, arrived at Vodafone Australia from a previous role as brand manager at Vodafone New Zealand.
While the exact list of agencies in the review remains unclear, it is expected to include the incumbent along with DDB, Clemenger BBDO and Saatchi & Saatchi.
Vodafone is ranked third in Australia’s mobile market, behind Telstra and Optus. It is thought that Herbison wants to reposition a brand that has been focused on cost. “The brand has good awareness, but it has really struggled to stand for anything other than value,” said a source.
Vodafone’s most recent ad campaign was handled by Colenso BBDO, rather than STW. Herbison previously worked with Colenso during his stint in New Zealand.The review is being handled by P3. “It’s normal practice for Vodafone periodically to review every supplier,” said Herbison.
Vodafone rethinks Australia approach
SYDNEY - Vodafone's decision to review it's A$40 million (US$34.7 million) advertising business in Australia may force STW to disband its dedicated Vodafone unit barely a year after creating it.
