Butterfield Day Devito Hockney has hung on to the pounds 14 million BT
Business account after a hotly contested head-to-head fight against Euro
RSCG Wnek Gosper.
The battle went into a second round after the initial pitches were too
close to call. Abbott Mead Vickers BBDO, which already holds pounds 46
million of BT business, chose to drop out of the competition at an
Euro RSCG and Butterfield Day took different creative approaches to the
brief, which stipulated the continuation of the current soap opera
campaign but demanded a more ‘gritty’ execution.
Sholto Douglas-Home, BT’s advertising manager, said: ‘I was very
impressed with Euro RSCG’s creative ability and agility. It was an
incredibly close decision.’ In the end, Butterfield Day’s four years of
experience in the business telecoms market proved the deciding factor.
Nigel Long, the managing director of Butterfield Day, commented: ‘This
decision has made our year. We understand BT, we worked hard to deliver
against the brief and we never gave up.’
The TV advertising campaign, which has been using the endline, ‘work
smarter, not harder’, is likely to pick up again in April, but this time
it will take a more dramatic and realistic approach. It is thought that
Butterfield Day will bring in new creative talent from outside the
agency to ensure that it delivers on its pitch promises.
The soap opera idea originally came from Euro RSCG’s US office, Messner
Vetere Berger McNamee Schmetterer Euro RSCG, as part of a campaign for
MCI, BT’s US business partner.
Butterfield Day had already survived two threats to its BT Business
account before this statutory review. In May 1994, there was an informal
review, and in January 1993, the agency won a repitch against Saatchi
and Saatchi, Abbott Mead, Chiat Day and BST-BDDP.