By JOHN TYLEE, campaignlive.co.uk, Friday, 17 September 1999 12:00AM
BT is targeting business leaders for the first time with
advertising that aims to position it at the leading edge of the
The press, poster and radio campaign also marks M&C Saatchi’s debut for
the corporation since joining its agency roster in February.
The advertising, under the theme ’you can’, complements the Abbott Mead
Vickers BBDO ’stay in touch’ campaign featuring the friendly alien,
Both are designed to change the image of BT to more than just a
telecommunications company. While AMV’s work targets the mass market,
M&C Saatchi has been briefed to present BT as a problem-solver for
It is the second stage of a major repositioning by BT which is planning
to tackle the youth market soon.
Angus Porter, BT’s marketing director for the UK, said: ’Board directors
and heads of large organisations are a major audience for BT. Our
research shows they trust our brand yet many are unaware that we’re
driving ahead in the data solutions and internet telephony market.’
The advertising kicks off this week with teaser posters on 500 key sites
across the country. They will be followed up next Monday with new
posters supported by press advertising in national broadsheets and
business titles and on Classic FM and London News.
The ads were written by Simon Dicketts and art directed by Fergus
Fleming with photography by Jerry Oke.
BT executives claim the strong and simple ’you can’ message will work at
two levels. Not only will it communicate BT’s ability to deliver the
complete range of communications solutions but alert board directors to
the ways in which BT’s state-of-the-art technology can transform their
businesses. Online, PR and direct marketing will support above-the-line
M&C Saatchi’s work is the result of its brief to refocus the earlier
’work smarter, not harder’ campaign that ran through AMV two years ago
to promote BT’s expertise in a range of services from data management to
This article was first published on campaignlive.co.uk