W will work closely with the Three team and existing agencies W&K, Gravity Road and Mindshare to “build brand equity and love”.
The agency will also support Three’s wider marketing plan – including brand campaigns, strategic counsel, tech and lifestyle media relations, influencer and talent engagement and news generation.
It will also work with the Three team to build a measurement tool that more effectively tracks the return on investment of its comms programmes.
Adam Mack, W’s UK CEO, said: “We’re so excited to join the Three team on their journey to make Three one of the nation’s best-loved brands.
“Their willingness to push the boundaries and their desire for great, award-winning work mirrors our own ambition and attitude. It’s going to be a lot of fun.”
Kat Ward-Smith, Three’s director of brand and marketing communications, added: “We have such a great story to tell and therefore need an agency that we believe can communicate this, alongside driving genuine interest and love for our brand in a compelling, fun way.
“W demonstrated its creative capabilities and passion to work for Three and we’re confident we’ve chosen the right agency to help take our brand to the next level.”
- Pictured: Adam Mack (left) and W founder Warren Johnson