The UK’s biggest advertiser, BT, is talking to agencies outside its
official roster in a drive to find a strategic partner in the new-media
and interactive fields.
A BT spokesman confirmed that ’six or seven’ agencies had already been
earmarked for initial discussions following consultations with the
Advertising Agency Register. These included two roster agencies, Abbott
Mead Vickers BBDO and BDDH, along with Delaney Fletcher Bozell and three
or four others.
This list, he said, would be whittled down to a shortlist of three or so
agencies over the coming weeks.
New media is a fast-growing area for BT, and its Internet multimedia
services department is keen to find out which agencies have experience
in the field before any budget is assigned.
Sholto Douglas-Home, head of advertising in BT’s personal communications
division, said: ’There isn’t a specific brief; we are trying to find a
strategic partner.’ The search is being co-ordinated by Geoff Cob, BT’s
advertising supplier manager.