Ex EE comms director writes book on brand’s birth
Stuart Jackson, former communications director at EE, is co-author of ‘The 4G Mobile Revolution: Creation, Innovation and Transformation at EE’; the story of the British mobile network operator, EE, published by Kogan Page.
Olaf Swantee, former CEO of EE, and Jackson wrote the book, which charts the joint venture between Orange and T-Mobile, and the birth of EE, right up until its purchase by BT in 2015.
It promises to offer an insider’s perspective on a unique business journey, and aims to make the lessons learned applicable for professionals operating within a range of disciplines and industries.
Jackson said: “With the right support and engagement from the top, communications can be the most powerful tool in a business’ armoury. That’s where we got to with EE. We used communications to power up the business and act as a lever to create an agile business with an impactful story that the competition couldn’t keep up with. The book includes examples of how we did that, packaging up our story to create a powerful and engaging narrative that looked beyond our industry and toward legacy, societal and industrial transformation.”
Swantee added: “The EE story is unique. We took two great companies and transformed them to become the market leader, building a new mobile digital infrastructure for Britain in the process. It was a huge task delivered by many exceptionally talented people and I wanted to make sure that we captured the good, the bad and the ugly of the journey – what worked as well as what didn’t.”
The 4G Mobile Revolution book will be published on 3 August 2016.