O2: It only works if it all works - how troubled BT Cellnet was transformed into thriving O2 - Effectiveness Awards Case Study 2004

Brief Description: In just two years O2's troubled predecessor, BT Cellnet, has been transformed into a vibrant brand and thriving business. The case is emblematic of how brand engineering can transform every facet of a business. It also demonstrates how astonishingly integrated communications have solved a key question facing marketeers today: how to build an attractive long-term brand whilst simultaneously driving short-term sales. O2's integrated approach has paid for itself more than 60 times over, generating £4,799m incremental margin for the business ;---(TAGS)--- Full Title: It only works if it all works: how troubled BT Cellnet was transformed into thriving O2 ; Number: 2004/9 ; Brand Name: BT Cellnet ; O2 ; Client: O2 UK Ltd ; IPA_ProductCoding: Telecoms (Telecoms - mobile networks) ; Agency: Vallance Carruthers Coleman Priest ; Author: Sophie Maunder, Alex Harris, Joanna Bamford, Louise Cook, Andrew Cox ;