New PHD increases new-media clients with BT Online task

New PHD has boosted its new-media credentials by scooping the BT Online account, which will be worth at least pounds 1 million next year.

New PHD has boosted its new-media credentials by scooping the BT

Online account, which will be worth at least pounds 1 million next

year.



New PHD won the account following a two-way pitch against BMP

Interactive.



The incumbent on BT Online, MindShare Digital, did not repitch for the

business.



BT Online will increase its spend in line with the rapidly expanding

online advertising market, which is worth around pounds 15 million but

is expected to double next year. New PHD will seek to extend BT’s

presence beyond conventional banner advertising.



Ben Christie, head of new-media strategic planning at New PHD, who led

the pitch, said: ’We are keen to improve BT’s saliency online and we

should get more involved in the delivery of content as opposed to just

banner advertising. We will look at how to provide more of an umbrella

branding proposition for BT Online.’



The account includes business and consumer products and will become New

PHD’s responsibility immediately. BT Online is planning to launch a

number of products this autumn and has already begun a heavy

above-the-line advertising campaign for BT Highway, its digitised phone

line and ISDN access service.



Other online services include BT Internet and the pay-as-you-go service,

BT Click Plus.



Jonathan Durden, the managing partner of New PHD, said: ’With new media

at the forefront of an evolutionary market, the advantage New PHD brings

to our existing clients is clearly endorsed by the projects we are

currently undertaking.’



BT Online augments New PHD’s existing new-media business for the BBC, as

well as two other BT businesses, Cellnet and Yell. New PHD is the

strategic planning agency for all of BT’s above-the-line advertising.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).