BT mobile division sees five agencies for DM initiative

British Telecom Mobile Communications has shortlisted five agencies for a 500,000 below-the-line project.

The brief is to encourage former BT Mobile customers who have switched to a different brand of handset to sign-up with BT again. It is understood the agency appointed will become BT Mobile’s agency of record for below-the-line work.

The pitch is being led by marketing manager Jim Brennan, who was unavailable for comment.

The shortlist includes Grey Direct, Draft Direct, Tomahawk and local Leeds agencies Richardson Pailin Fallows and Charles Walls. A decision is expected within a fortnight.

BT Mobile provides BT-branded handsets. It does not have any direct involvement in a mobile phone service network, although parent BT owns 60 per cent of the Cellnet network. BT Mobile also runs the biggest paging network in the UK, along with voice messaging services.

BT Mobile has positioned its handsets as safety devices, which allow people in potentially dangerous situations to call for help. The company is in the process of developing a phone which will automatically contact a hospital if the owner’s heart rate reaches a dangerous level.

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