BT calls £9m UK digital advertising review

LONDON - BT, the UK's second-largest spender online, has called a pitch for its £9 million digital advertising account.

BT... digital review
BT... digital review, the incumbent on the business, is not involved in the review.

Abbott Mead Vickers BBDO, which handles BT's above-the-line advertising duties, OgilvyOne, which works on its below-the-line business, and the non-roster agency Wieden & Kennedy, will pitch for the account alongside LBi, which works for, the company's online division.

The pitch began as a procurement process with BT looking at its digital suppliers in an effort to cut costs. The company then asked agencies to produce creative and strategic ideas for the account. picked up the digital creative account in 2002 after BT reshuffled its digital roster.  

The telecoms company boosted its online adspend by one-third to £8.7 million in 2008, according to figures from Nielsen Media Research. Only the mobile phone operator O2 now spends more on UK online advertising.

BT has already called a number of smaller digital pitches this year. In May, LBi picked up a digital brief from BT to redesign and build BT Tradespace, an online community for its small business customers.

Before that, in February, BT hired the digital agency Crayon to create a microsite to support the company's fundraising activity during Comic Relief 2009.