‘The platform the Red Roses deserved’: Inside O2’s biggest women’s rugby campaign yet
Molly InnesWith O2 now investing equally in men’s and women’s rugby, brand boss Rachel Swift outlines plans to elevate the game and its commercial impact.
O2’s marketing boss on returning to its founding ethos to ‘reset’ the brand
Jasper BaumannHaving joined Virgin Media O2 six months ago, tasked with overhauling O2’s brand strategy, Rachel Swift says she wants to re-establish its reason for being but won’t “change things for change’s sake”.
How O2 looked to ‘out-innovate’ its rivals with AI granny Daisy
Marketing Week ReportersAI ‘scambaiting’ granny Daisy not only wasted hours of scammers’ time, but helped position O2 as a “leader” for innovative products.
How O2’s AI granny stopped 1,000 scammers targeting the public
Marketing Week ReportersOver 1,000 scammers wasted time on calls with Daisy, an AI granny composed of multiple models trained on human speech patterns and anonymised data.
‘There’s always money for a good idea’: O2 on why its AI granny ‘reinforces’ its customer values
Josh StephensonO2 has created AI grandma Daisy to tackle scammers and boost awareness of the brand’s fraud prevention technology.
Why embracing purpose helped O2 boost campaign ROI
Marketing Week ReportersThe telecoms giant decided to take its support for those facing data poverty up a level with the release of a Christmas card gifting 7GB of free data.
How O2 overtook rivals with thanks to a festive purpose push
Marketing Week ReportersTaking the risk to pursue a purpose message over the festive period paid off for O2, which leapfrogged EE to grow total market consideration.
Why developing a marketing effectiveness culture is ‘an ongoing process’
Niamh CarrollTSB and Virgin Media O2 are both focusing on long-term visions of effectiveness, but believe short-term indicators are useful in building “confidence” throughout the organisation.
Virgin Media O2 looks to create ‘halo effect’ with campaign push
Niamh CarrollDespite going live with campaigns on the same day, marketing boss Simon Groves insists Virgin Media O2 is on a mission to differentiate between the two “distinct” brands.
Virgin Media O2 launches first joint campaign as it outlines dual-brand strategy
Manny PhamVirgin Media O2 is launching its first proposition after the £31bn merger in June, as its new marketing director outlines the business’s dual-brand strategy, stating the “powerful equity” both have is “too good to scrap”.
Reebok, Adidas, John Lewis: 5 things that mattered this week and why
Marketing Week ReportersFrom the brand implications of Adidas’s sale of Reebok to the £100m investment in financial services being made by high street retailer John Lewis, catch up on this week’s biggest marketing news.
Virgin Media O2 promotes from within to lead marketing at merged business
Manny PhamSimon Groves takes on the director of brand and marketing role in the UK, following the departure of Cilesta Van Doorn and Nina Bibby who headed up marketing at the respective businesses prior to the merger.
O2’s Nina Bibby: The CTO should be the CMO’s best friend
Charlotte RogersThe evolution of the CMO role means the relationship with the chief technology officer could be just as – if not more – important than the relationship with the sales director, says Bibby.
O2’s Nina Bibby on the ‘genius’ of uniting commerciality and customer
Charlotte RogersAs Nina Bibby unveils her last major campaign for O2 after eight years heading up marketing, she says her team’s ability to drive commercial growth while delivering for customers is one of her proudest achievements.
O2 CMO to step down if Virgin merger gets go-ahead
Charlotte RogersO2’s top marketer Nina Bibby will leave the business if the proposed merger between the Telefónia-owned brand and Virgin Media goes ahead.