BT overhauls roster in bid to integrate brand

BT has mapped out its advertising strategy for 2004, reassigning several of its key accounts and bolstering its £97 million annual spend significantly.

The largest assignment is the £20 million account to promote BT's information communication technology (ICT) strategy to consumers, which was won by St Luke's after a pitch against Fallon.

The ICT campaign is critical to BT as it attempts to crack the market dominated by the likes of IBM and Hewlett-Packard. It will promote BT's myriad of value-added services beyond its core voice technology, such as networking businesses and CRM capability.

St Luke's has also won the £15 million creative brief - after a pitch against Fallon and Abbott Mead Vickers BBDO - to develop BT's first over-arching brand campaign to cover all of its divisions.

The closest BT has come to attempting such a wide-ranging theme was in the 90s when it developed the "It's good to talk" strapline. However, this line only covered BT's consumer operation. The new brief is much more ambitious and aims to encompass its extensive, and rapidly growing, business services as well.

The double win for St Luke's is a major vote of renewed confidence in the agency by BT, following St Luke's senior management restructuring last year - which saw the departure of the founder Andy Law and the deputy chairman, Kate Stanners.

The £12 million creative account for BT Yahoo!, formerly handled by Clemmow Hornby Inge, has been handed to Fallon. Last week, Campaign revealed that BT had shifted the £20 million BT Broadband account out of AMV to Fallon.

AMV is expected to be compensated for the loss of its broadband assignments, with a larger spend backing BT's customer-retention efforts.

Catherine Kehoe, BT's head of marketing and communications, has been promoted to head of strategy and marketing for BT Business - the division responsible for ICT.

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