The telecoms company, which has an estimated online spend of £4 million, is using the AAR to conduct a search for agencies that could lead to changes to its interactive roster. Talks with agencies are at an early stage, with BT planning to conduct a series of chemistry meetings to decide which agencies it will select.
Discussions with agencies have been prompted by what one agency source describes as BT "fact-finding and looking at the marketplace". Another source suggested that BT is looking for at least one agency to work on consumer online activity and another to work on business to business.
BT's interactive roster includes OgilvyInteractive, the online media agency i-level, Profero on BT Business Services and Organic, which developed a viral campaign for BT's 1571 answering service. Agencies have been appointed one at a time, but BT has decided to make its first evaluation of its overall online marketing activity. Other services backed by online activity include BT Ignite and BTopenworld.
Separately, BT is said to be talking to direct marketing agencies about a brief to target small and medium-sized businesses. BT refused to comment.
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