O2 (UK) BT subsidiaries: Esat Digifone in Ireland, Viag Interkom in Germany and Telfort Mobiel in the Netherlands. The rebranding was supported by a European advertising campaign, which began on 16 April 2002, across all four countries, at a cost of £130 million. The main launch campaign ran from 18 June and was developed by Vallance Carruthers Coleman Priest, working alongside brand consultancy Lambie-Nairn, creators of the "O2" brand identity. In March 2005, mmO2 restructured its shares and the company was relisted as O2 plc. On 30 November 2005, O2 agreed to a takeover by Telefónica, a Spanish telecommunications company, for £17.7
O2 (UK) better, connected", in 2013 to "Be more dog", and in 2016 to "More for you". All of O2's marketing campaigns to date have been created by London advertising agency VCCP. "O2 Priority" offers benefits to customers including early access to tickets for events at the O2 Arena and O2 Academy venues. "O2 Refresh", introduced in 2013, splits monthly billing into two parts so customers pay for their device (phone or tablet) separately from their airtime. From 2017, customers can change their airtime tariff up or down, once a month, during the first 24 months of their contract. O2 currently sponsor