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In 2011, the German mobile communications providers Telefónica, Telekom and Vodafone launched a joint quality offensive, the so-called Clean Market Initiative, to make the market for mobile value-added services even more customer-friendly. Mobilcom-debitel joined this initiative in 2012.

Under the name “Zahl einfach per Handyrechnung” (“Simply pay by mobile phone bill”), the initiative operates press and public relations work with the support of Crossrelations. The agency created its own newsroom for the initiative, from which it distributes the content in flexible processes to the website, the social media channels and the press.