WWAV Rapp Collins has won the direct marketing (DM) account for BT Business, the division responsible for BT’s small and medium-sized business customers. The account is estimated to be worth about &£7m.
It is the first time that BT Retail has appointed a DM agency to look after BT Business. The account has previously been managed by a roster of agencies, including Proximity and OgilvyOne, its consumer DM agency.
As well as looking after BT Business, WWAV will manage the DM account of BT Major Business, the division that manages large, corporate customer accounts.
Prior to WWAV’s appointment, OgilvyOne helped put together the DM campaign behind BT Business Plan, the division’s new initiative to simplify telephony usage for business customers.
A company spokesman says: “The review was partly prompted by Business Plan and Tim Evans’ appointment.” Evans was appointed as marketing director for BT Business last September. He was previously marketing director for BT Retail’s consumer division (MW September 26, 2002).
The pitch was overseen by the BT Retail’s marketing services team and Catherine Kehoe, head of marketing communications for BT Retail.
In January, BT Business launched a &£4m “Certainties” campaign to promote Business Plan. It featured TV, radio, press, outdoor and online advertising.