By Hamish Pringle

One of O2’s first moves as a brand, when it emerged from the chrysalis of BT Cellnet, was to sponsor England Rugby. This was a bold decision and, with its IPA Effectiveness Award-winning ‘bubbles’ campaign, it helped establish O2 remarkably quickly, and soon achieved brand leadership over Orange.

This sponsorship has, so far, served O2 well. The ‘Make Them Giants’ England rugby campaign resonated with the public and perfectly captured the nation’s excitement. However, results at the weekend were clearly not what O2 wanted or expected, but I would imagine the brand is in it for the long term. Read full story ›

Source: The Drum