AMV picks up task to handle BT's new mobile assault

LONDON - Abbott Mead Vickers BBDO is understood to have picked up the multimillion-pound brief to handle the consumer launch of BT's new mobile phone brand, Mobile Sense, as BT plans a major re-entry into the sector this summer.

The business will help plug the hole left by the departure of the pan-European O2 account to the start-up Vallance Carruthers Coleman Priest in January 2002.

It is thought AMV was handed the UK business without having to pitch against its sister roster agency St Luke's because of its experience from working on BT's former mobile arm, Cellnet, now O2.

BT officially unveiled its new mobile service last October but it has received only limited promotion. So far, BT has used its extensive online presence to sign up customers, and the service has also been promoted on BT phone boxes. However, it is now planning an aggressive re-entry into the market.

No one from AMV or BT was available to comment.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.