LONDON — Vodafone has appointed Tin Man as its retained consumer agency in the UK following a four-way pitch.

The agency will work with the mobile network’s in-house team on strategic and creative communications targeting British family and small business audiences, with a focus on purpose and ESG.

Tin Man’s remit also includes press office, sponsorship activations, influencer programmes and stakeholder engagement, working as part of an all-agency team. The account had been held by Iris since 2020, which won the work after taking over from Mischief.

Vodafone’s director of communications, sustainability and regulatory affairs, Emma Reynolds, said: “In Tin Man we’ve found an agency partner that can work as an extension of our team. As well as supporting us on the day-to-day, we look forward to working with them on high impact, creative campaigns that reinforce our position as a trusted digital partner and bring to life our purpose in a relevant and engaging way.”

Tin Man founder and CEO Mandy Sharp added: “We have a lot of expertise and passion in consumer tech, so we’re thrilled to be working with the Vodafone team.  In a sector that often trades on the functional – price, network, reach – we’ll be creating campaigns that build an emotional connection with the audience. Vodafone has always had purpose at the heart of its brand strategy, so we’ve got a great place to start.”