BT selects Mediaedge:cia for 65m of media buying

BT is tipped to appoint Mediaedge:cia to handle its 65m media-buying account, following a two-month review. The move would consolidate BT’s entire media planning and buying business into the WPP agency.

Mediaedge is understood to have beaten broadcast and press buying incumbent Starcom and Zed Media, which handles digital buying, to win the business. Walker Media and Vizeum are thought to have been eliminated at an earlier stage.

In a process other agencies claim was procurement-led, Mediaedge is understood to have offered the most competitive rates. The final appointment is not expected to be confirmed until later this week at the earliest.

BT called the review in October, weeks after appointing Mediaedge to its media-planning account, which had been handled in house following its split with PHD.

Starcom has worked on BT’s press buying for five years. Two years ago, it picked up the company’s TV buying account from The Allmond Partnership.

Zed Media was appointed to handle BT’s £15m digital business in 2005 after i-Level resigned the account to handle Orange.

Starcom missed out on picking up the planning account after it was resigned by PHD in the summer of last year over a conflict with Yell. BT then recruited PHD executives Stuart Bowden and Allison Grainger to run the account in house (MW December 14, 2006), before deciding it wanted an external agency earlier this year.

Abbott Mead Vickers.BBDO handles BT’s £40m consumer advertising business, while RKCR/Y&R handles the £17m business-tobusiness account.

BT and Mediaedge denied a decision has been made as Marketing Week went to press.

Latest from Marketing Week


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


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.


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.


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

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