O2 Brand Guardianship
The challenge
Protect and grow the value of our brand across every market, creating impact for our stakeholders
Stay consistent and coherent, wherever in the world we show up
Make our marketing spend work harder and go further
Build a site that every one of our approved agencies can rely on
Share the best ways of working, raise the profile of our brand, and keep our creative standards sky-high
What we did
We built the Guardianship site — our smart platform to manage agencies and monitor creative work. It:
Puts quality control in our hands, while giving agencies the freedom to co-create and share what works best
Gives us clear visibility across all creative projects, helping us work faster and smarter
We created the O2 Brand Room, the go-to place for all our brand assets, guidelines, and collective wisdom
We designed it as a central hub, so every agency has what they need at their fingertips
The result
Daily Guardianship
Work is reviewed quicker, giving us real-time visibility of who’s doing what
A faster, more responsive way of working makes creative decisions smoother and simpler for everyone
Greater consistency and coherence across the board makes us more cost-effective
29 agencies used the platform to upload work for review and approval each year
60% of all approved work came through the platform, with the rest managed via our monthly creative clinics
O2 Brand Room
Makes sure every agency is working from the same playbook, using the right assets every time
Provides a single source of truth for O2’s creative work
Gives us full control over who can access and use our materials