BT on why it won’t shy away from ‘spiky topics’
Molly InnesDeciding to “step up” and take a stand on online hate with its ‘Hope United’ campaign, BT knew it needed to move away from the standard campaign process in order to succeed.
How BT Sport used data to tackle the unseen side of online hate
Marketing Week ReportersReflecting the obsession with stats in sport, BT Sport dug deep into the data behind the online abuse epidemic to start a nationwide conversation about the scale of unseen hate.
BT Sport: A small budget is an opportunity to think differently
Michaela JeffersonBT Sport head of marketing Ed Cracknell says strong creative work can still be produced on a budget, if marketers allow their agencies the time and freedom to create bold ideas.
How brands can win in the era of immersive sports storytelling
Matt BarkerBoth the Olympics and Euro 2020 tournament will see significant changes to the way we watch sport, with broadcasters poised to introduce new tech to create immersive fan experiences.
Hope United: BT on its goal to end ‘staggering’ levels of online hate
Matt BarkerWith twin campaigns running to tackle online hate, BT marketing boss Peter Jeavons explains how abuse directed at BT Sport staff brought home the enormity of the situation.
‘We did a Mark Ritson on it’: How Plusnet rethought its marketing codes
Sarah VizardPlusnet has redefined aspects of its brand, including its positioning and use of codes to ensure its marketing is as effective as possible.
Why brands are taking a pragmatic approach to experiential marketing
MaryLou CostaHas a socially distanced world rendered experiential marketing redundant, or has the lockdown only emphasised the importance of real life events as milestones in consumers’ lives?
Tesco, ITV and BT Sport win top prizes at the Marketing Week Masters Awards
Marketing Week ReportersCongratulations to all the winners of this year’s Marketing Week Masters Awards, including ‘Brand of the Year’ Tesco, Grand Prix winner ITV, and ITV CMO Rufus Radcliffe, who has been crowned ‘Marketer of the Year’.
BT on its mission to ‘advertise sport differently’
Matt BarkerThe broadcaster’s latest ad campaign celebrates the return of the Premier League and anticipates big changes in our viewing habits.
How a high concept BT campaign convinced us ‘It’s Good to Talk’
Matthew ValentineBig ideas, human truths and Bob Hoskins came together in this IPA award winning campaign to help BT put itself at the heart of communication.
‘We wanted to do the opposite of everyone else’: How BT is demonstrating its purpose during the pandemic
Sarah VizardBT’s new campaign aims to teach the nation vital digital skills as it looks to play a role as a public service communicator during the coronavirus pandemic.
Sky and BT make a perfect match in the face of sport streaming threat
Matt BarkerThe two broadcasters have announced joint subscriber packages, strengthening their position in a fragmenting market.
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Marketers have finally woken up to the power of women in sport
Charlotte RogersIt may have taken years to shift attitudes, but marketers are finally realising the power of putting female athletes on an equal footing with men.
‘We have to be a brand that does not just tells’: BT kicks off FA sponsorship strategy
Sarah VizardThe telecoms firm is introducing its 4-3-3 sponsorship strategy in a deal it hopes will leave a lasting legacy in football and beyond.
How BT Sport’s budget cut helped it do more with less
Matthew ValentineBT Sport took the message to the fans with a data-driven campaign to drive subscriptions.