BT adds CHI and Fallon to its ad agency roster

Fallon has joined Clemmow Hornby Inge on BT's roster, leaving DFGW as the only loser from the "third agency" pitch called last year.

The two agencies join the retained incumbents, Abbott Mead Vickers BBDO and St Luke's, which have been reappointed following a comprehensive audit, confounding industry speculation that there would be a full-scale review on the business. It is the first time BT has awarded new agency contracts without recourse to a competitive pitch.

Fallon and CHI's appointments are on a project-only basis. The appointments have been made to reflect the changing nature of BT's business as it seeks to develop into a fully rounded communications service provider and push into new markets.

All roster agencies will work on BT campaigns over the coming months.

CHI's first project will be to raise awareness of BT's broadband-enabled blue internet kiosks. Fallon, through its links with Publicis Groupe, will support BT's business services and solutions arm, BT Ignite, in its overseas expansion.

AMV will continue as BT's lead consumer agency, looking after a range of campaigns including a brief to demonstrate the value of the BT home phone. St Luke's will handle the launch of 118500, BT's new directory enquiry service, and continue to lead the BT Business campaign.

The director of BT Retail's marketing services, Amanda Mackenzie, said Fallon and CHI offered "vital expertise" that would be paramount in supporting BT's "critical new revenue programmes".

Commenting on AMV and St Luke's reappointment, she added: "To reward their commitment and to demonstrate our belief in partnership and shared success, we decided against a formal pitch and instead we undertook a rigorous and wide-ranging review. The results mean that reappointment was a formality."

However, BT has been forced to place restrictions on two of its roster agencies because they handle clients with telecoms ambitions. Sainsbury's and Carphone Warehouse, clients of AMV and CHI respectively, have announced plans to move into fixed-line telephony.

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