Agency: VCCP | Authors: Sophie Maunder, Alex Harris, Joanna Bamford, Louise Cook and Andrew Cox |
O2
It only works if it all works: how troubled BT Cellnet transformed into thriving O2
INTRODUCTION
O2 is the story of a corporate transformation.
In April 2002, BT Cellnet was a troubled business, losing ground consistently to competitors. A month later it was reborn as O2: a vibrant, modern brand that has generated a turnaround that would have been inconceivable only weeks before.
Of course, O2 have made on-going improvements to various structural facets of its business, but the most significant change has...