O2 wanted to be a trusted advisor to their customers. We had to give them the blunt truth that, at best, they were hired help. But as with all brave innovators they said, “If that is true we will do whatever it takes to change.”


We conducted a comprehensive phase of consumer insight and uncovered the shocking truth – customers were happiest with their brand the day they signed the contract. From then on, their relationship with the brand deteriorated. We set out on a mission to change this. Innovation platforms centred around service and sacrifice, as we began embedding an industry transforming culture that put existing customers first and foremost.


We helped take O2 from No. 3 to No. 1 in the market. Every initiative that has launched since then has been absolutely focused on our innovation strategy of ‘love the customer you have’.