O2 decided it was time for change. They wanted to be seen as a ‘trusted advisor’ but as our research revealed, at best they were seen as a ‘hired help’.


our approach.

The industry at the time worked on a “leaky bucket” principle:  focused on recruiting more new customers than were lost. We delivered O2 a brand idea that transformed their business and the industry:  ‘Love the customer you have’.  We helped O2 obsess about two components of love – service and sacrifice – looking at every brand touchpoint with fresh eyes to find ways to express the love for their customer.



O2 were catapulted from number 3 to number 1 network provider in less than 3 years. The strategy has lasted for more than 10 years and has seen the launch of Priority Moments and many more loyalty-based initiatives.

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