Telco refuses to turn other cheek

By IRENE CHAPPLE

Telecom's advertising antics continued this week, with a cheeky billboard placed within sight of Vodafone's head office in Auckland.

The billboard features one of the infamous streakers who were adorned with Vodafone's PXT logo when they charged onto the field at a Bledisloe Cup rugby game between New Zealand and Australia.

It also takes a dig at Vodafone managing director Tim Miles, whose initials are the same as Telecom Mobile's new brand logo, TM.

The prank follows a letter Miles sent to Telecom chief executive Theresa Gattung regarding Telecom advertising which imitated Vodafone's PXT billboards.

Miles wrote: "Since you have obviously not paid [Telecom agency] Saatchi's for any work associated with the campaign I was sure you would want to share with us the cost for those that were responsible for the creative work!

"Accordingly please find attached an invoice from our advertising agency Lowe for Telecom New Zealand's share of the campaign."

The letter also suggested Telecom should make a takeover offer for Vodafone, considering "the level of organisation alignment, cooperation and sharing".

Telecom public relations manager Linda Sanders said the billboard would be up for only a few days.

It had been paid for by Telecom Mobile staff and was "designed primarily for [Vodafone's] benefit".