BT hands pounds 20m retail account to OgilvyOne

LONDON - BT has awarded its estimated pounds 20m consumer direct marketing account to OgilvyOne following a final two-way pitch against BHWG Proximity.

The account includes all customer communications for BT Retail, including promoting BT services such as CallMinder and Ringback, and information about the company.

The incumbents on the business, Tequila London and Cramm Francis Woolf, were knocked out of the pitch process at an earlier stage, along with ehsrealtime and Brann London. The pitch was overseen by Amanda MacKenzie, the former Air Miles marketer who joined BT in January as director of marketing services.

OgilvyOne will oversee the bulk of BT's acquisition, retention and reconnection communications.

BT has yet to announce a direct replacement for Nigel Grimes, its head of targeted communications, who left to join Centrica.

BT would not comment on the DM decision, and nobody from OgilvyOne was available as Marketing went to press.

Last week, it emerged that BT's next brand ad campaign would have a link with the imagery of the hit film Gladiator, marking a departure from the ET ads of the past two years.

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