Agency interest in Eircell rebranding strategy

The acquisition of Eircell by Vodafone prompted a week-long campaign of intense PR and advertising activity - starting with Mr Stephen Brewer, Eircell chief, being interviewed on Morning Ireland on the day of the vote and ending this weekend with an advertising campaign. A quarter of a million pounds is being spent on the campaign, which was devised by Euro RSCG and features a footballer wearing a red football jersey, symbolic of Vodafone's sponsorship of Manchester United, and a man wearing a purple Eircell jersey - the idea being that one company has joined a bigger team.

Whatever about this week's activity, the real advertising action will happen later this year and early next year when Eircell changes its name to Vodafone. Eircell is one of Ireland's most recognisable brands. The company does not release figures on what it has spent building the brand but it has an annual advertising budget of £28 million (#35.6 million).

The Eircell purple is perhaps the most protected colour in Irish branding and the company admits it has "massive equity in the colour".

However, that will all change when the Eircell name and brand identity changes to Vodafone as part of the parent company's global strategy. By 2004, the company plans to be one of the world's top 10 brands. The big question will be which agency will get the lucrative name change business. Eircell has two agencies here - Euro RSCG, which handles the lion's share of the branding and networked business, and Ogilvy & Mather which looks after prepaid consumer business. It would seem likely that the Vodafone Group's own agency would be involved in the name change but the extent of that involvement is not known.

The group has taken on ex-Coca-Cola man Mr David Haines and the business, which was with McCann Erickson in London, is now out to pitch there.

A spokesperson for Eircell says that, in a name change situation, local knowledge is important. That would indicate that an Irish agency could be involved in some way. Vodafone has been impressed with the week-long "football players" press and outdoor execution and is looking at it as a possible prototype for campaigns in other markets.

Meanwhile, Eircell expects to announce which media shop will get its £6 million media planning and buying business before the end of June. MindShare, AIM/ Carat and Euro RSCG are pitching.

bharrison@irish-times.ie