London shop Bartle Bogle Hegarty has won the European mobile business of German telecoms titan Deutsche Telecom following a three-way pitch against Hamburg-based Springer & Jacoby, Jung Von Matt and Wieden & Kennedy.

With a reported ad budget of at least £30 million, the first tranche of advertising will be aimed at Germany, where BBH will work closely with pitch rival S&J, and Britain where Deutsche Telecom acquired national mobile network One2One last year.

The brief is to match the scale and reach of major rivals such as BT and the recently created mobile empire formed by the merger of the UK's Vodafone AirTouch with Mannesmann of Germany. Observed an industry source: “The object is to get in first and be bigger than anybody else in the market. Nobody has a technological advantage."

Group managing director of BBH, Simon Sherwood, confirmed the shop had been awarded the business but remained zip-lipped about all else.

News Source: CampaignLive (UK)