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PR with a touch of journalism: Vodafone gives Libby Middlebrook a chance to do what she does best
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Alongside the recent announcement of Vodafone Xone, the telco released a short video clip explaining the story and motivations behind Vodafone Xone. What was interesting about this clip was that it wasn’t presented as a conventional PR spiel, filled with grandiose commentary on how amazing the business was. Admittedly, the clip was still promotional, but it felt and looked much more akin to a news segment that wouldn’t be out of place on any of the news shows of any of the mainstream television broadcasters. We chat to Vodafone consumer director Matt Williams about how Vodafone tapped into the journalistic credentials of Libby Middlebrook to produce the clip.

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