BT wants to shake off its ‘ornamental’ status with FA sponsorship
Erin LyonsBT has signed a £50m five-year deal with the Football Association as it looks to have “real relevance” with consumers and talk more broadly about its business.
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If less really is more, did BT get its new logo right?
Harry LangAs BT underwhelms with its new brand design, Harry Lang asks how important investment is in an exciting logo and whether there is such a thing as ‘too simple’.
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Lloyds, BT and Virgin Media back push to raise awareness of disability in the workplace
Sarah VizardEmployees from BT, HSBC UK, Lloyds Banking Group, Lloyd’s of London, Nationwide, Reed Smith, Scope and Virgin Media will appear in a Channel 4 film aimed at raising awareness of the #PurpleUpLight movement, which celebrates the economic contribution made by disabled people.
BT and EE bring brands closer together under unified marketing role
Molly FlemingBT and EE are scraping separate marketing chief roles in favour of one position that will report into BT Consumer CEO Marc Allera as they look to “make the most of both the brands”.
Revealed: The world’s most valuable brands
Ellen HammettWhile Google and Apple keep their positions at the top, Amazon has bumped Microsoft from third place and a number of Chinese giants are threatening the status quo in this year’s BrandZ top 100.
BT tries to ‘shift the dial on trust’ with focus on ‘converged’ future
Ellen HammettBT, EE and Plusnet have brought their broadband, mobile and content offerings together in an effort to offer “seamless connectivity” to customers across the UK.
BT: Digital natives are fundamentally a new breed
Charlotte RogersGeneration Exchange: BT’s Zaid Al-Qassab argues that he can never be a ‘digital native’ but agrees that there are more similarities than differences between him and group lead for marketing, Andrew Ridler.
Apple, Nike, BT Sport: The top 10 YouTube ads in August
Leonie RoderickThe most popular ads on YouTube last month included Dwayne ‘The Rock’ Johnson teaming up with Apple’s Siri and Nike exploring what goes into an athlete’s smile.
BT shifts marketing strategy from ‘celebrities and hyperbole’ to building trust
Leonie RoderickThe telecoms giant is changing its advertising style to take a more emotional approach in a bid to become more “relevant” to consumers’ lives.
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UK brands fail to keep pace with the growth of the BrandZ top 100
Lucy TesserasShell is the fastest riser in the 2017 list of the UK’s most valuable brands.
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BT and RBS on why marketers should kill off the word ‘digital’
Thomas HobbsBoth brands believe marketers need to stop prioritising the word ‘digital’ as it negatively impacts transparency as well as great advertising.