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: O2; BT Cellnet; Client: O2 UK Ltd; Product Category: Telecoms (Telecoms - mobile networks); Agency: Vallance Carruthers Coleman Priest (VCCP); Author: Sophie Maunder, Alex Harris, Joanna Bamford, Louise Cook, Andrew Cox; Prize Winners: Gold; Grand Prix (Adworks ref: Advertising Works 13)