As the curtain falls on another year of challenge and change, we’ve seen our telco brands react and adapt in their own ways – with strong results. Highlights included industry recognition for WINDTRE’s Top Quality Network delivery, with a host of marketing and branding awards. In Hong Kong, Three continues to show 5G’s potential through market-defining livestream broadcast and gaming propositions. And in the UK, Three has successfully pivoted to broaden its audience appeal, culminating in a complete and colourful brand refresh.

There were store overhauls in Ireland, where Three bring their ‘Masters of Connected Living’ positioning to life, and in Indonesia Tri addressed fierce competition in the Gen Z market with their ‘3 World’ platform. Drei focused on its customers’ WFH needs, by upping the ante on home internet packages and in Sri Lanka, Hutch achieved the fastest TikTok brand campaign to reach a million views with ‘Go Smart’. Tre in Sweden won big at the Swedish Strategy Awards with their Trevligt TVC, and our Danish network gave FC Copenhagen football fans the dream ticket, with a 5G stadium activation. Finally Vietnamobile celebrated a 20% uplift in social media followers, after teaming up with MoMo, a mobile money transfer system.

On a global level, we continue to share and collaborate across the network, with two successful Brand Forums held virtually. And with a whole host of campaigns and initiatives now live (you can read about them in this issue), we’re heading into 2022 with growing optimism.