Expansion-minded European telco Tele 2 assigned its $40 million pan-European account to J. Walter Thompson Co., Paris. Tele 2 is part of Sweden's Kinnevik company and is planning to expand rapidly across Europe. The Luxembourg-based telco, which already has a presence in Europe's key markets, has traditionally spent little on advertising. JWT
beat Grey Advertising's Paris office in the review for the account. Tele 2 has worked with a series of agencies in various countries. Previously, only the media account, at MediaVest
, was handled on a pan-European basis. Tele 2's biggest-ever promotional campaign is due to break this fall. Creative work will come out of JWT's Paris offices with local JWT offices adapting work for their respective markets.
Copyright July 1999, Crain Communications Inc.