BT reviews £65m media buying business

BT is understood to be reviewing its £65m media buying business just weeks after handing the planning account to Mediaedge:cia. The review is expected to cover broadcast and press buying, held by Starcom, and digital buying handled by Zed Media.

BT is understood to be reviewing its £65m media buying business just weeks after handing the planning account to Mediaedge:cia. The review is expected to cover broadcast and press buying, held by Starcom, and digital buying handled by Zed Media.

Briefs are expected to be issued to agencies later this week. Mediaedge:cia was appointed by BT in August to oversee its media planning, which had been handled in-house. Previous planning incumbent PHD resigned the business in August 2006 due to a conflict with its Yell business.

Starcom has handled BT’s press buying business for five years, adding the broadcast account two years ago in a move which led to the closure of incumbent The Allmond Partnership. Zed Media was appointed to the £15m online business in summer 2005.

Outdoor buying, through Posterscope, is thought to be unaffected. Abbott Mead Vickers.BBDO remains incumbent on the advertising account.

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