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