New PHD has boosted its new-media credentials by scooping the BT
Online account, which will be worth at least pounds 1 million next
New PHD won the account following a two-way pitch against BMP
The incumbent on BT Online, MindShare Digital, did not repitch for the
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
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.