London-headquartered telecoms titan Vodafone is to launch a massive global ad campaign positing that its brand is relevant to all irrespective of geography.

The campaign, titled ‘How are You?’, is worth a claimed £250 million and was devised by the Amsterdam office of Wieden + Kennedy. Media planning and buying is via Carat International.

Says Vodafone global brand director David Haines: “This is a crucial step in our plans to establish Vodafone as one of the world's leading brands. The level of spend is such that we are expecting to be in the top three brand advertisers in each of the markets where we launch the new campaign."

News source: CampaignLive (UK)