Movistar, trademark of all services: ‘Life shared is more’

Big change, externally and internally: Movistar becomes the commercial brand for all Telefónica's fixed and mobile telephony services in Spain and Latin America (after a gradual roll-out in the different countries), with the exception of Brazil with Vivo. The O2 brand is the one used in the rest of Europe, while Telefónica remains the flagship and institutional voice of the Group. One of the best known and most popular slogans of this campaign was "Life shared is more". This change had a clear objective: to adapt to the needs of the client, with a young, fresh spirit, to achieve: • Increased convergence • Unification of multimedia content • Accessibility to new communication networks and technologies.

A firm commitment in Brazil

Seven years after the creation of Vivo in Brazil as a joint venture with Portugal Telecom, and after getting the green light from the Brazilian regulator Enatel, Telefónica takes a decisive step and takes control of Vivo by acquiring 50% of Brasilcel, becoming the leading integrated operator in Brazil.

Ferran Adrià, new Telefónica ambassador

Telefónica joins forces with chef Ferran Adrià, owner of the prestigious restaurant El Bulli, and becomes an international brand ambassador. The alliance with the chef who revolutionised the world of gastronomy is based on the values shared by both: "The vision, passion, talent and commitment, and the common idea that it is possible to transform opportunities into reality".

Support for the Ability Awards

Social integration has been a relevant issue for Telefónica and in 2010, in a pioneering way, we supported the Ability Awards in Spain. These awards, of Irish origin, aim to recognise those companies and institutions that develop sustainable business models and integrate disability into their value chain.