BT gives St Luke’s pounds 5m youth advertising task

BT has awarded its estimated pounds 5 million youth advertising account to St Luke’s, completing its new roster of four agencies.

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

project-by-project basis.



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

areas.



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.



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