EE was the first network to introduce 4G. Before that everyone had been on 3G which was a bit slow and rubbish. 4G changed the game, making it possible to do things like stream videos on your phone and paved the way for revolutionary apps like Uber and Deliveroo. Obviously things have moved on since then - there's now a whole extra ‘G’! But at the time it was a massive deal. I worked on a brief at Saatchi & Saatchi to announce the launch in a suitably excited tone of voice.