NEWS: AMV wins job to make BT top telecoms giant

BT has picked Abbott Mead Vickers BBDO to run a multi-million pound corporate campaign to win the support of consumers and business leaders for its costly plan to become a world-beating tele-communications player.

BT has picked Abbott Mead Vickers BBDO to run a multi-million pound

corporate campaign to win the support of consumers and business leaders

for its costly plan to become a world-beating tele-communications

player.



BT is said to be ready to put up to pounds 7 million behind the

initiative - three times the amount previously spent through Saatchi and

Saatchi.



Abbott Mead is understood to be preparing an autumn TV campaign that

will be in sharp contrast to previous work produced by the Charlotte

Street agency. The old work featured Professor Stephen Hawking and Sir

Edmund Hillary, the first person to climb Mount Everest.



The appointment follows a secret contest in which Abbott Mead and

Saatchis were asked to present proposals for BT’s corporate strategy

over the next three to five years.



The change of emphasis from the previous ‘helping to keep the world

talking’ theme is crucial to its strategy of convincing a sceptical

public that it needs to generate huge profits in order to fund its

transformation into the world’s leading telecommunications company.



BT is looking for support as it confronts big US rivals such as AT&T,

which is making inroads into Europe. It also wants to stop the advance

of cable companies and present a strong case to industry regulators, who

are intent on driving down prices.



Jennifer Laing, the Saatchis chairman, insisted its relationship with BT

would continue. ‘It’s sad we didn’t get this project but there will be

others,’ she commented. ‘BT is going through a period of change and we

have to build a new relationship.’



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

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).