BT puts outdoor job up for tender

BT officially put its pounds 5 million poster buying account up for pitch this week, inviting interested parties to tender for the business within the next month.

BT officially put its pounds 5 million poster buying account up for

pitch this week, inviting interested parties to tender for the business

within the next month.



The account is currently split between the poster specialist,

Posterscope, which handles BT’s outdoor buying, and Meridian, which has

responsibility for account handling on the business.



The Advertising Agency Register’s new media division has been advising

on the review process, and the account is now being advertised in OJEC,

the official journal of the European Commission, for the next nine

days.



BT’s two incumbents are now expected to line up to pitch for the account

alongside the other major outdoor specialists, Concord, Portland, Poster

Publicity Limited and Outdoor Connection. The agencies have 22 days to

express their interest in the account. The other major specialist, IPM,

already works with BT’s rival, Cable & Wireless Communications.



The account, which covers BT, Yellow Pages, Talking Pages and Cellnet,

could now be centralised into a single agency if BT decides to move the

business.



The poster review is part of BT’s overhaul of all its media suppliers,

driven by its requirement to review its accounts every four years.



However, poster buying has not come under the spotlight before, because

BT’s spend in the medium has historically been too low to require a

statutory review process.



But BT has gradually increased its outdoor advertising spend. Last year

the company ploughed around pounds 5 million into poster advertising and

outdoor advertising budgets for the next 12 months are expected to top

this.



Last week BT centralised its pounds 110 million TV spend into the

Allmond Partnership, and has already reappointed Zenith Media to handle

its pounds 37 million press account. Strategic media planning was handed

to New PHD at the end of April.



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