BT has started a review of its &£80m advertising business, initially involving its roster agencies, to find a major new consumer idea that could involve a fresh strapline.
Roster agencies Abbott Mead Vickers.BBDO, St Luke’s and Fallon are having to repitch for all of BT’s business as part of a review of the company’s marketing function being overseen by group marketing director Tim Evans. Sources say St Luke’s is unlikely to lose any of its business and may be in line to make gains, while AMV might be at risk.
Marketing Week has learned that the latest brief is titled “What is the big idea for the consumer?” and aims to find a new “executional direction” for the company.
Initially the review will involve the three roster agencies, whose contracts run for another 18 months, but it is understood that external agencies could also be invited to pitch at a later stage.
AMV handles the broadband, calls and line business for BT, while St Luke’s is responsible for the 118 500 and BT Business account, which includes information communication technology and small and medium-sized businesses. Fallon handles advertising for narrowband, phonebooks and phonebooths.
BT is reportedly planning to axe its “More power to you” ad strategy, created by St Luke’s, after just a year because it has not had the desired effect on consumers.