BT starts £80m roster rethink

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.

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.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

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

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

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now