Mobile operator O2 UK is part of the Telefónica O2 Europe group. It is the title sponsor of The O2 entertainment venue and sponsors the England Rugby team. O2 also has set up a joint venture business with Tesco Mobile in the UK and Ireland. It is keen to stretch the brand into other sectors, for example with its O2 Money initiative.


Mastercard CMO

Profile: MasterCard global CMO

Wed, 26 Feb 2014

Raja Rajamannar on delivering a ‘Priceless’ marketing strategy.


Start-ups and big brands join forces for mutually beneficial partnerships

Wed, 12 Feb 2014

Start-ups are adopting the concept of the brand wingman to gain expertise and market exposure from like-minded business.


When to believe the hype

Wed, 5 Feb 2014

Why new products are doomed to failure if you ignore the ’hype cycle’.

O2 goes Gaga in Priority ad Video

Wed, 29 Jan 2014

Lady Gaga appears in TV ad for mobile operator to promote its early access ticket offer for the popstar’s UK tour dates.

o2 wallet

O2 to close Wallet

Thu, 9 Jan 2014

O2 to close the mobile payment app it launched just 18 months ago as it looks to Weve to power its mobile money offering.

O2 Be More Dog

O2 assembles new marketing and insight team

Tue, 7 Jan 2014

O2’s new top marketer Nina Bibby makes three senior hires from Manchester City, Paddy Power and parent company Telefonica.

O2 Clip it

O2 trials free video messaging app Video

Wed, 18 Dec 2013

Marketing Week speaks to O2’s digital director using the ‘Clip It’ app to uncover the strategy behind the service.

O2 Twitter

O2 launches 'first' Twitter self-service platform

Tue, 17 Dec 2013

Operator launches #TweetServe allowing customers access to their account information via direct messages.


Mobile microtargeting

12 December 2013

Apple, Tesco and EE are using location-based marketing to change the way people shop.


Manchester Council launches real-time interactive OOH network

Thu, 31 Oct 2013

Google, O2 and Vodafone book campaigns marking launch of CityLive interactive outdoor network. 


Brands and politics: Thinking inside the ballot box

24 October 2013

Taking a political stand has long been taboo for brands, but consumer expectations that companies have a greater social role is encouraging some to speak out.

O2 England Rugby

O2 to digitally 'evolve' rugby sponsorship ahead of 2015 World Cup

Tue, 10 Sep 2013

Operator parts company with nine-year incumbent of its sponsorship account to introduce ‘new thinking and innovation’.


Telefonica: 'Apple imposing itself on the mobile web'

Wed, 4 Sep 2013

Mobile operator pairs with Mozilla to challenge Apple and Google’s dominance of the mobile web with ’The Open Agenda’ campaign. 

O2 304

O2 details 4G pricing and content offers

Wed, 14 Aug 2013

Tariffs broadly match EE and Vodafone’s prices, but O2 hopes to differentiate on content and the ‘simplicity’ of its upgrade process.

O2 304

O2 enters the 4G cat fight

Thu, 1 Aug 2013

UK’s second-largest operator to launch 4G this month to rival incumbent EE.

O2 304

O2's cat leaps back into action for Refresh Video

Fri, 19 Jul 2013

Latest ad marks ‘first proof point’ of O2’s ‘Be More Dog’ brand strategy.


What's the language of your brand?

18 July 2013

Why companies should pay attention to their tone of voice to get ahead. 

Social Media

The Marketing Week - 5/7/2013 Video

Fri, 5 Jul 2013

Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.

O2 Be More Dog

O2 enters 4G fray by encouraging UK to 'be more dog' Video

Thu, 4 Jul 2013

Brand refresh taps in to UK’s love of animals to show the lighter side of the brand.

Virgin Mobile

The brand impressions that really count

20 June 2013

Staff in all areas of a business have a role to play in shaping how people view a brand but not all perceptions are positive, finds new research.


Telefonica partners with banks to further 'digital wallet' mobile service

Mon, 3 Jun 2013

Proposed JV with CaixaBank and Santander aim to offer retailers with big data insights. 


O2 names Nina Bibby as top marketer

Thu, 30 May 2013

Barclaycard’s CMO to take top marketing job in November 2013.


Telefonica mulls outdoor insight offering

Thu, 16 May 2013

O2-owner eyes further revenue streams powered by ‘big data’. 

BT Cellnet logo

'BT to return to mobile market'

Mon, 13 May 2013

BT reported to be plotting a return to consumer mobile market after 11 years of absence, following 4G spectrum acquisition.


Beyoncé helps O2 record smartphone customer boost Video

Wed, 8 May 2013

Hike in contract and customers numbers offsets dip in revenues.


Twitter UK strengthens analytics arm

Mon, 15 Apr 2013

Social network poaches O2’s head of real time research Jake Steadman ahead of what is understood to be a global ad analytics product announcement.


Vodafone eyes greater use of social media

Tue, 26 Mar 2013

New social media chief handed brief to move channel use beyond customer service.


O2: 'Transparent experiences can solve brands crisis'

Thu, 21 Mar 2013

O2 and Coke marketing chiefs say recession has made customers more demanding of brands.

O2 Broadband Sky

O2 refines focus on mobile internet with BSkyB broadband sale

Fri, 1 Mar 2013

BSkyB to acquire O2’s fixed line telephony business for up to £200m.


Operators' marketing messages to vary in 4G battle

Fri, 22 Feb 2013

O2, Voda, Three and EE seek differentiation in 4G marketing.

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