Outdoor scoops £10m BT posters

BT has centralised its £10m poster planning and buying account into Outdoor Connection after a year-long statutory review.

It is the first time the outdoor media accounts for BT and its 60 per cent-owned mobile phone operator BTCellnet have been combined.

Outdoor Connection, incumbent on BTCellnet, pitched against Zenith-owned Meridian, which was responsible for BT’s account handling, and Posterscope, its buying agency. Poster Publicity Limited also pitched for the combined account.

Outdoor Connection managing director Carole Kerman says: “We have clearly defined values which complement BT and BTCellnet ideas.”

BT carries out a statutory review of its suppliers every four years, but last August’s tender was the first time the company’s poster buying had been subject to this regulatory requirement.

BT’s low outdoor spend had previously precluded it from the process, but last year both BT and BTCellnet spent £5m each on poster and outdoor advertising.

The account was the last piece of business in BT’s media review to be awarded.

Last summer the £110m TV buying account was centralised into the Allmond Partnership, and Zenith Media was appointed to handle the £37m press account. New PHD handles strategic media planning.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here