The split will result in five BT Wireless divisions (including BT Cellnet, the mobile phone network, and Genie, the mobile internet service), as well as associated operations in Germany, Holland and Ireland, operating as a single unit with a combined adspend.
The prospect of a pitch moved closer with this week's appointment of Will Harris, Genie's director of global marketing, as BT Wireless's vice-president of marketing.
Harris is a former board account director at Abbott Mead Vickers BBDO, which handles the Genie and BT Cellnet accounts. Media buying for both pieces of business is shared by Zenith and the Allmond Partnership.
Harris is understood to want to keep his options open about any agency appointments. But a BT Wireless source said: "Will's arrival will give him the opportunity to review arrangements."
BT Wireless executives believe that while the demerger and rebranding will provide an opportunity to make savings, this will not necessarily lead to a cut in adspend.
Harris is one of two Genie senior executives who will share responsibility for the future marketing of the revamped BT Wireless. The other is Kent Thexton, who adds the role of chief marketing data officer to his current title of Genie's president. He will report directly to Peter Erskine, the BT Wireless chief executive.
No decision has been taken on the re-christening of BT Wireless when the demerger is completed in late November, enabling BT to reduce its £16.5 billion debt. But insiders have not ruled out all the brands being subsumed under the Genie name. "It's very unlikely the Genie name will disappear," one said.
Whatever the name, the relaunched company faces a tough task to compete with its main rivals, Vodafone and Orange, and Deutsche Telecom's T-mobile.
Meanwhile, BT Wireless continues to suffer from the performance of its German operation, Viag Interkom, which had an operating loss of £95 million in the first quarter of this year. The group, which also includes Ireland's Esat Digifone and the Dutch-based Telfort, has a total of 16.1 million customers.
However, Harris has extensive experience in telecoms advertising, having directed campaigns for Genie and BTinternet at AMV and played a key role in the launch of Orange at WCRS.