Vodafone dropping 'Live More Internet' slogan

Rosie Baker
By Rosie Baker | 13 January 2015

It's all change for Vodafone this year. Vodafone's new CMO and agency Cummins&Partners started on the job last week. A new brand concept is on the way and the Live More Internet slogan is going to fall by the wayside.

Loo Fun Chee was appointed CMO at the tail end of last year to replace Kim Clarke and started last week. She joined from Philippines telco Globe Telecom.

The telco's new creative agency Cummins&Partners, which AdNews revealed was launching a Sydney shop to service the account is also getting into the saddle this week. 

Vodafone says that it's too early to talk about what it has planned in terms of creative strategy, brands or ad concepts, but the Live More Internet slogan that was introduced in 2014 isn't going to be around much longer.

The slogan was introduced as part of a campaign designed to promote Vodafone's 4G network international roaming product.

It followed the ill-fated Kidults campaign that was created by former creative agency Ogilvy, and seen as a way for the brand to get back on track with a more product based message.

Not long after Vodafone launched Live More Internet – with ads showing a suavely dressed man walking and talking out the benefits of Vodafone's network, Optus introduced its Live More Yes brand concept – which continues to run with ads fronted by young funny man Josh Thomas.

For more news:

Vodafone names new CMO

Vodafone confirms Cummins&Partners as creative agency

Cummins&Partners set to open Sydney shop

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au

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