BT is promoting itself to business customers as better value for money than its rivals in a new campaign which is due to break next February.
BT is expected to appoint Abbott Mead Vickers.BBDO to run the campaign which is thought to be worth between 3m and 7m. However, the appointment will have to be approved by BT management. BT’s customer communications manager Sholto Douglas-Home could not confirm that AMV had won the project, which is believed to be a tactical marketing initiative.
BT estimates that it held 83 per cent of the business market for telephone calls last year, a slight fall on 1993, and also dominates the UK market for international business calls. Its apparent switch to a more value for money positioning reflects the growing competition from the likes of Mercury Communications.
BT may ask TBWA, which is thought to have performed well in the pitch, to work on an as yet unspecified project. AMV, Butterfield Day Devito Hockney, Saatchi & Saatchi and Leagas Delaney are the current above-the-line BT roster agencies.
BT saw pitches from AMV, TBWA, BDDH and BMP DDB Needham for the project. Saatchi and Saatchi, which handles the BT corporate business, was not invited to pitch.
ScottishTelecom is launching its first advertising as part of its campaign to undercut BT and Mercury among the business community north of the border. The press campaign – It’s not for Everybody. Its just for Scotland – was created by Faulds Advertising. crop in on BT logo at bottom of pic