He said: "I hope to do my bit to further understanding about the ways in which advertising helps the economy and assists development. If you look, for example, at the digital revolution, there is evidence that the internet is creating jobs. Advertising has its part to play in a revolution like that, by increasing awareness and understanding of what's possible online."
He also promised to champion the role of advertising and protect its rights. He said: "We probably spend too much time and effort worrying about what advertising is doing to people and not enough thinking about how advertising might work for people. Responsibility in advertising is non-negotiable but it must work for the consumer in every sense."
Patterson joined BT in 2004 and was appointed to the board in 2008. He is a former managing director of the consumer division of the now-defunct Telewest and has also worked at Procter & Gamble where he was European marketing director for its Pantene brand.