London Underground is finally preparing the way to launch mobile phone services at its 275 Tube stations. What one piece of creative guidance would you offer Transport for London ahead of this brave plan? The mobile phone companies should pay for effectiv

Amanda Jennings

This is a match made in heaven. The idea will stimulate passengers’ imagination. They can download a music track and then settle in and catch up on a bit of news, play games or just relax and text friends over their mobile. The tone of voice will be timely, friendly and succinct.

Amanda Jennings, head of brand experience, O2

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