Vodafone

Orla Nagle, Head of Brand
Niall Reynolds, Advertising & Marketing Manager
Clare Cummins, Brand Manager

Folk Wunderman Thompson *Lead Agency

Eimear Fitzmaurice, Head of Planning
Karl Waters, Creative Partner
Laura Kelly, Head of Client Service
Derwin Myers, Senior Planner
Jonny Cullen , Creative Director
Louise Smith, Business Director
Abi Moran, CEO
Luke Mulligan, Senior Account Manager
Mellisa Byrne, Account Manager
Laura O'Carroll, Art Director
Hannah Brady, Copywriter

Dentsu Ireland

Ciara Lawler, Business Director
Nataliia Yakovenko, Account Manager

In 2022, Vodafone X transformed its communication strategy in the wake of new market realities that closed its access to its primary customer base. Faced with significant challenges and a decrease in budget, Vodafone X pivoted to a ‘brand building’ strategy, resulting in a cut to its CPA by 50%, increased consideration, affinity, and most importantly, business growth in a declining Pay As You Go segment.