Vodafone moots rebrand as Allen gives up EIG post

Vodafone is lining up a new-look brand identity designed by Enterprise IG, as consultancy founder Dave Allen leaves the group to join WPP’s Team Vodafone unit of design groups and other marketing services agencies.

Vodafone is lining up a new-look brand identity designed by Enterprise IG, as consultancy founder Dave Allen (pictured) leaves the group to join WPP’s Team Vodafone unit of design groups and other marketing services agencies.

It is understood that Enterprise IG has completed a redesign of Vodafone’s branding, which could be launched at any time. As well as working with Enterprise IG, its brand guardian, the mobile phone operator has been working with agency BBH on its brand essence. It has already introduced a new typeface and photographic style as part of Enterprise IG’s ongoing work for the brand. Vodafone was unavailable to comment as Design Week went to press.

Team Vodafone brings together more than 30 WPP agencies – including Enterprise IG – to develop global marketing programmes for the mobile phone company. A founder of Sampson Tyrell, the precursor to Enterprise IG, Allen is relinquishing a 21-year career in branding and design, and one of the biggest executive jobs in global branding, to take up residence at WPP-owned JWT, one of Vodafone’s rostered agencies.

Allen moved to Team Vodafone at the start of this year, having run the venture as part-time chief executive for the past 12 months. He says the move does not alter Enterprise IG’s role as Vodafone brand guardian.

The decision by Allen to leave Enterprise IG is the result of ‘soul-searching’, to decide what would keep him at WPP, he says.

According to sources close to the situation, the global management of the consultancy was a taxing role, with one source describing the Team Vodafone job as an ‘escape card’ for Allen.

Enterprise IG has been under considerable financial pressure in recent years, with its latest reported operating profit falling 46.2 per cent between 2003-4.

WPP’s management shake-up sees Simon Bolton, former group chief executive of JWT UK and Ireland, replacing Allen as chief executive officer of Enterprise IG and taking up the position on 23 January. WPP describes Bolton’s appointment as a promotion, but he has been searching for a new role within the network since stepping down from JWT in November, following a number of major account losses.

Bolton is charged with growing Enterprise IG globally, particularly in the North American and Asian regions.

Latest articles