BT reshuffles to improve brand image

BT Retail has promoted two senior marketers as it tries to improve the consistency of its branding.

Head of business communications Catherine Kehoe takes up the new post of head of campaigns across marketing services. She will report to director of marketing services Amanda MacKenzie.

Head of consumer communications Katrina Lowes becomes head of marketing operations and sales for major business.

A BT Retail spokesman says of Kehoe’s role: “It means that we now have someone overseeing all our marketing campaigns, which should lead to much greater brand consistency.”

Lowes’ new job includes responsibility for telemarketing activity.

Lowes has been involved in BT’s audience-segmentation strategy, which has created targeted messages for ethnic groups as well as a sign-language ad for deaf consumers. In December, she told Marketing Week that BT was “trying to be more relevant to more people” (MW December 13, 2001).

Kehoe oversaw last year’s “Bringing people together” campaign, which was created by Abbott Mead Vickers.BBDO. A new campaign breaks this week, promoting BT’s unlimited national and local calls service. Using the tagline “Bringing you and the UK together”, the campaign runs on TV, posters, press, magazines, radio and the Web.

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