BT highlights global services in pan-European strategy

BT is targeting worldwide companies in a pan-European business-to-business press and online campaign created by Fallon.

The ads for BT's global services division tell the personal stories of four different people who all work for, or run, organisations that have used BT to make their communications run more efficiently.

In contrast to traditional business-to-business executions, the ads take a more human approach to their subject. One, which breaks this week and runs until the end of April, pictures a man called Dave. Using simple language, the ad describes how his life has improved because of BT.

It starts: "Dave is a rabbit. He was a fish, but now he's a rabbit. And he's being chased by a fox. Because he's dreaming. He's dreaming because he's relaxed. He's relaxed because his organisation is doing really well."

The text goes on to explain how BT's communications solutions have helped Dave's business to run smoothly.

The endline reads: "BT. In business, communication is everything."

The ads were written by Mike Sutherland and art directed by Anthony Nelson, with photography by Jenny Gage and Tom Betterton.

Media planning and buying for the campaign is by Starcom MediaVest. In the UK, the ads will run in National Geographic and Forbes.

Colin Wise, the head of advertising at BT, said: "Global services is one of the fastest-growing revenue streams at BT. And key to the further success of the business and the brand is that we consistently market as 'One BT'."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).