FEATURE2 February 2015

Hanging on the telephone

x All content on Research Live and in Impact magazine is editorially independent from sponsorship or other commercial arrangements.
Find out more about advertising and sponsorship.

Features Impact

It’s 30 years – almost to the day – that the first-ever mobile call was made in the UK, on 1st January 1985, using the Vodafone network. Since then, the fledgling mobile operator set up by Chris Gent and Gerry Whent in Newbury, Berkshire, has grown into a global colossus, with operations in 30 countries, network partners in over 50 more, and a brand worth nearly $30bn, according to Brand Finance, which ranked Vodafone as the 16th most valuable brand in the world in its Global 500 2014 league table.

The ad reflects a fundamental shift in Vodafone’s brand and communications strategy, explains Daryl Fielding, director of UK brand marketing and communications. “Not only does it convey a more ‘human’ side to the brand, but it ...