T3G Launch
Category: Corporate Reputation/ImageAgency: Saatchi & SaatchiAdvertiser: Telecom New Zealand Ltd
SUMMARY
With the rapid growth in the mobile telecommunications market and the next generation of services almost here it was imperative for Telecom New Zealand Ltd to paint a picture of the future and win the imaginations of mobile users.
Yet, Telecom's marketing and communication initiatives were becoming increasingly tactical and it was struggling to explain its future vision to consumers and business customers. Its share of new connections and revenue growth lagged well behind competitor, Vodafone New Zealand.
In mid-2004, Telecom...