BT is looking for an agency to promote its hardware products, such
as digital cordless phones and faxes, which are available for sale
through high street retailers.
Four agencies have been
invited to pitch for a new pounds 2 million account, internally dubbed
’consumer products press advertising’, in the week commencing 20
It is understood that BT has ruled out television in favour of a press
and radio push. Media planning and buying for the campaign will be
handled by Zenith Media.
A source close to the pitches said: ’BT now wants to advertise its
products so that when consumers go into the likes of Currys or Dixons
they choose to buy BT products over rival telecom brands.’
The agencies’ brief states BT’s intention to position itself as ’the
leader in the UK’s digital cordless market and therefore the automatic
first choice’ for purchasers.
The review for product advertising adds to three pitches already in
progress for the telecoms giant. A result on BT’s strategic media
account is expected shortly after Easter, while a shortlist for the
press and TV media accounts is due imminently. Abbott Mead Vickers BBDO,
Leo Burnett, Duckworth Finn Grubb Waters and M&C Saatchi also pitched
last week for BT’s pounds 5-pounds 10 million creative press project,
and are waiting to hear which two will go through to the next round