St Luke’s wins £70m launch business for BT Openreach

St Luke’s has been appointed to handle the £70m launch of BT’s new Openreach division, after the agency decided not to repitch for the £17m business-to-business account, which is being reviewed.

St Luke’s has been appointed to handle the &£70m launch of BT’s new Openreach division, after the agency decided not to repitch for the &£17m business-to-business account, which is being reviewed.

The agency’s design and brand consultancy, The Nest, will work with BT to launch Openreach, the new business that will open BT’s local telephone exchanges to rivals.

Openreach, which was set up as part of a regulatory settlement with Ofcom to increase competition in the telecoms market, houses BT’s 25,000 engineers and is a separate business to its retail unit.

It was thought that BT would look beyond roster agencies Abbott Mead Vickers.BBDO and St Luke’s because the new unit also works for its rivals. The company has sidestepped that problem by appointing The Nest.

BT is approaching agencies about its business-to-business account. Sources say the telecoms giant was surprised when St Luke’s declined to repitch. The business accounts for nearly half the agency’s total &£40m billings, but the brief is to handle BT’s business brands globally, and the company is understood to be talking to network agencies.

The review follows the pitch earlier this year for BT’s &£40m consumer account. It was won by AMV, as first tipped in Marketing Week (June 2). The agency has gone on to produce a campaign based around a “30-something” character called Adam, played by Kris Marshall (MW October 20).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here