BT officially put its pounds 5 million poster buying account up for
pitch this week, inviting interested parties to tender for the business
within the next month.
The account is currently split between the poster specialist,
Posterscope, which handles BT’s outdoor buying, and Meridian, which has
responsibility for account handling on the business.
The Advertising Agency Register’s new media division has been advising
on the review process, and the account is now being advertised in OJEC,
the official journal of the European Commission, for the next nine
BT’s two incumbents are now expected to line up to pitch for the account
alongside the other major outdoor specialists, Concord, Portland, Poster
Publicity Limited and Outdoor Connection. The agencies have 22 days to
express their interest in the account. The other major specialist, IPM,
already works with BT’s rival, Cable & Wireless Communications.
The account, which covers BT, Yellow Pages, Talking Pages and Cellnet,
could now be centralised into a single agency if BT decides to move the
The poster review is part of BT’s overhaul of all its media suppliers,
driven by its requirement to review its accounts every four years.
However, poster buying has not come under the spotlight before, because
BT’s spend in the medium has historically been too low to require a
statutory review process.
But BT has gradually increased its outdoor advertising spend. Last year
the company ploughed around pounds 5 million into poster advertising and
outdoor advertising budgets for the next 12 months are expected to top
Last week BT centralised its pounds 110 million TV spend into the
Allmond Partnership, and has already reappointed Zenith Media to handle
its pounds 37 million press account. Strategic media planning was handed
to New PHD at the end of April.