O2 has appointed John Doe PR, who will cover all areas of press, with an emphasis on social media.
John Doe will be expected to produce content that appeals to consumers and has mainstream media appeal
Nicola Green, director of comms at O2's parent company, Telefónica, said: "We called on John Doe to bring a sense of cool back to O2 and the agency's 'cultural network' attracted me.
"It's about how we can relate to our audiences, what they are and what they do and what we're hoping to do.
"We used to do a lot that of 10 years ago, and it helped us create the O2 brand. As it's our birthday it's an opportunity for us to look at our core values."