T-Mobile’s Use Of Robbie Slammed

Niamh Byrne, who runs her own marketing and music consultancy called The Engine Room and is a former manager of Gorillaz, has slammed T-Mobile’s 18-month deal with Robbie Williams. It’s not so much the deal which she has a problem with but the way it’s handled.
“She said that T-Mobile had failed to capitalise on Robbie’s “cheekiness” and could have done more with the partnership than just a “formulaic approach”…Byrne added that just repurposing made-for-TV content for mobiles lacked imagination and engagement and pointed to the O2/Nokia “Get close toĆ¢

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