BT has moved the &£20m advertising account for its BT Broadband business and BT Yahoo! out of Fallon and into roster agency Abbott Mead Vickers.BBDO.
The move is a complete U-turn, as BT only moved the BT Broadband business from AMV into Fallon in February. BT Yahoo! has been handled by Clemmow Hornby Inge, but Fallon picked up the business in March after CHI lost its place on the BT roster.
Fallon is understood to have produced only one major campaign for the BT Yahoo! business, which used everyday situations to emphasise why customers need not accept bad treatment online. The agency remains on the BT roster.
Two weeks ago BT launched an advertising campaign which carried the strapline “More power to you”. The campaign marked the introduction of a new over-arching strategy which is being carried in all BT’s communications.
The campaign, which was created by BT’s other roster agency St Luke’s, is backed by a &£5m media spend and is running on television and radio. It focuses on three customer service guarantees. These include the right to speak to a person rather than a computer when calling BT and the right to expect an engineer to turn up on time.