BT has awarded its estimated pounds 5 million youth advertising
account to St Luke’s, completing its new roster of four agencies.
The agency pitched for the task against HHCL & Partners, Abbott Mead
Vickers BBDO, Duckworth Finn Grubb Waters and Wieden & Kennedy.
Its brief will include positioning BT in the youth market as more than
just a telephone company. The telecoms giant is planning to push its
capabilities in four ’non-voice’ areas: the internet, multimedia,
mobility and data. In keeping with this more diverse range of services,
BT is dropping the ’it’s good to talk’ strapline.
Tim Evans, BT’s head of marketing, said: ’We know youth is important
because it uses communications like no other segment. The advertising
will try to make BT relevant to it.
’We’re not trying to do a paint job that will make us look trendy. The
agency will help us to achieve the right positioning.’
Evans added that BT had been impressed with the results of the Ikea and
Boots advertising campaigns developed by St Luke’s.
The agency joins AMV, Ammirati Puris Lintas and M&C Saatchi on the
roster, all of which were appointed two weeks ago. The agencies each
have four-year contracts, although APL has been retained on a
AMV will handle all mass-market advertising for BT, while M&C Saatchi
will handle the business-to-business account, parts of which will also
be assigned to APL.
A BT spokesman said the company decided to build a roster because it
believes no single agency has the skills to work across all these
This decision marks a return to the system used by BT in the early
1990s, when the roster included Leagas Delaney, J. Walter Thompson and
WCRS Mathews Marcantonio among others.