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# EE Does More Launch
- URL: https://rafeblandford.com/ee/
- Published: 2026-03-17T09:10:00.000Z
- Updated: 2026-08-07T11:17:13.000Z
- Description: Substantiating EE's new brand launch with digital tools and experiences.
- Author: Rafe Blandford
- Tags: Work, #human

Client

EE

Role

Technology & Product Leadership / CTPO

Engagement

CX & Digital within Publicis Po1 Partnership · 2023 onwards

EE wanted change - repositioning from Telco to Tech with a promise that EE Does More across Home, Work, Game and Learn. The problem? The promise was big, but the proof points weren’t yet tangible enough to cut through.

We built brand experiences, content and tools that delivered relevance, personalisation and real utility - establishing EE as a credible authority in new tech territories, not just another network shouting about cost.

![Learnsmart, showing key content](https://rafeblandford.com/content/images/2026/06/EE_LEarn_Smart_V2.jpeg)

## Scope / Role

Digitas operated as part of a Publicis Groupe Power of One team, with sister agencies Saatchi & Saatchi, Boomerang, and Poke, as the agency partner for the launch of "new" EE (showcasing how EE will help to elevate the everyday in Home, Learn, Work and Game), the UK's [biggest brand launch in a decade](https://newsroom.ee.co.uk/ee-enters-new-era-with-biggest-brand-launch-in-a-decade/?ref=rafeblandford.com). 

Digitas served as the digital experience hub with a focus on creating digital content, interactive user experiences, and creative tech-led campaigns. For the launch of "new" EE this included the creation of free, interactive digital tools to help families navigate the modern digital world. The [LearnSmart](https://eelearnsmart.co.uk/?ref=rafeblandford.com), [PhoneSmart](https://eephonesmart.co.uk/?ref=rafeblandford.com), and [GameSmart](https://eegamesmart.co.uk/?ref=rafeblandford.com) tools are available to anyone, regardless of their mobile network provider, with the first versions conceived, built and launched over a 14-week period.

- Digitas Lead for EE Tools (Product, Technology, Experience)
- Orchestration of rapid delivery against immovable 3-month launch deadline

## Outcomes

- Substantiating the [2023 launch of "new" EE](https://newsroom.ee.co.uk/ee-enters-new-era-with-biggest-brand-launch-in-a-decade/?ref=rafeblandford.com), with [LearnSmart](https://eelearnsmart.co.uk/?ref=rafeblandford.com), [PhoneSmart](https://eephonesmart.co.uk/?ref=rafeblandford.com), and [GameSmart](https://eegamesmart.co.uk/?ref=rafeblandford.com) against the brand promise of "do more" and "elevate the everyday".
- 2 in 3 people felt more confident after using EE's Tools
- LearnSmart: 150+ pieces of content, 2.2 m video views
- PhoneSmart: month 1 – 35k minutes of learning; 91% completion rate

*The brief was a brand repositioning; the proof was tools people actually needed; shipped against an immovable three-month deadline.*

![PhoneSmart license](https://rafeblandford.com/content/images/2026/06/EE_PhoneSmart_V2.jpeg)