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
The O2 Arena The O2 Arena The O2 Arena is a multi-purpose indoor arena located in the centre of The O2 entertainment complex on the Greenwich Peninsula in south east London. The arena was built under the former Millennium Dome, a large dome shaped building built to house an exhibition celebrating the turn of the third millennium; as the dome shaped structure still stands over the arena, "The Dome" remains a name in common usage for the venue. The arena, as well as the total O2 complex, is named after its primary sponsor, the telecommunications company O. The O2 Arena has the second