AMV rethinks BT Business approach

BT is set to launch a massive advertising push this week to put it in an impregnable position in the fiercely competitive business communications market.

BT is set to launch a massive advertising push this week to put it

in an impregnable position in the fiercely competitive business

communications market.



With video conferencing now matching the cost of a transatlantic flight,

the company is preparing a campaign which will target everyone from

blue-chip company bosses to one-man operators working from home.



Abbott Mead Vickers BBDO has produced the campaign, its first since

winning the account from BDDH, with a spend boosted to pounds 27 million

(Campaign, 18 April).



The advertising breaks this Thursday with a 60-second teaser commercial,

which will confront what the agency calls the ’madness’ of modern

working life and people’s fear of change by asking the question: ’Why

not change the way we work?’



The follow-up advertising will draw on BT’s level of experience and

expertise, asking: ’Why not call BT?’



The new advertising, which brings down the curtain on BDDH’s ’soap

opera’ format, has been a combined effort by Peter Souter, Abbott Mead’s

deputy creative director, Paul Brazier, his art director, the

copywriter, Dave Hieatt, and the art director, Rob Oliver. Stuart

Douglas directed the commercials through D Films.



Sue Garrard, the BT account director at Abbott Mead, said: ’We have to

make business communications profitable for BT. This campaign will take

BT Business into the next five years.’