BT is set to look outside its roster of agencies as part of the review of its &£80m advertising business.
It is understood that although BT has not approached external agencies yet, it is considering doing so following the final round of pitches next week. Insiders suggest there is a strong possibility that global networks, including WPP Group, will be involved.
Currently, Abbott Mead Vickers.BBDO, St Luke’s and Fallon are pitching for all of BT’s business as part of a review of the company’s marketing, as exclusively revealed by Marketing Week (April 14). It is thought the roster agencies’ grip on the lucrative account could be loosening.
The review is being overseen by group marketing director Tim Evans, the aim being to find a new “executional direction” for the company. BT has asked the agencies to come up with a single brand campaign for all its consumer businesses.
A spokesman says it is looking for “one big idea for one big campaign” and that one agency could be appointed or all three agencies could work together. He adds that non-roster agencies are not involved “at this stage”.