Vodafone is getting ready for a global branding campaign to change its strapline and reinforce its brand position as world's biggest mobile operator.
Brand Republic (sub req.) explains the campaign will debut in October, featuring the new message "Now". JWT and Bartle Bogle Hegarty are working on the project, which will presumably take advantage of a budget of over 100 million pounds (which was the amount of money used to launch the "How are you?" in 2001).