O2 talks up brand purpose as it acknowledges sector 'isn't as loved' as it should be

O2's chief executive Mark Evans has admitted that the telecoms sector is not as loved by consumers as it should be – a challenge the brand's chief marketing officer, Nina Bibby, believes O2 itself has managed to alleviate thanks in part to a focus on brand purpose.
The firm's parent company Telefónica has just unveiled a robust set of financial results for the most recent quarter of the year, with revenues up the UK by 2.6% year-on-year. However, speaking at a dinner on We