O2’s marketing boss on returning to its founding ethos to ‘reset’ the brand
Having joined Virgin Media O2 six months ago, tasked with overhauling O2’s brand strategy, Rachel Swift says she wants to re-establish its reason for being but won’t “change things for change’s sake”.
O2 has launched a new brand platform and positioning that reverts back to its founding message from 2002 of the telecoms brand being “essential” to living, just as oxygen is.
The ‘Essential For Living’ platform positions O2 as an enabler of “life’s greatest moments”, says marketing boss Rachel Swift, who joined Virgin Media O2 as director of brand and marketing in September 2024, tasked with refreshing O2’s brand strategy.
