Success not an alien idea to BT

It would probably take as much space as was allocated to the original article to correct Simon [sic] Brierley’s strange and muddled take (MW July 5) on BT’s advertising, so we are delighted to find that we agree on one point – that the success of advertising should be measured by its impact on market performance. Perhaps he hadn’t noticed that the Stay In Touch campaign – featuring our customers’, if not Mr Brierley’s, favourite alien – has helped to transform BT’s position in the market. In the past the decline in BT’s consumer fixed-line voice share has been arrested, and now stands at 73 per cent – a pretty stunning achievement in a market in which competition is fiercer than ever before.

Angus Porter

Managing director

Consumer division

BT Retail

London EC1

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