BT Retail reviews £4m direct arrangements

LONDON - BT Retail is holding a review of its business-to-business direct marketing agency activity.

The telecoms giant, one of the UK's largest spenders on business mail, has asked agencies to tender for the task of communicating with a range of business audiences. The account is said to be worth close to £4m.

BT is taking submissions from roster and non-roster agencies for the task. It currently uses agencies including OgilvyOne, Proximity and Triangle for direct marketing for its Retail, Broadband and Phonecard account.

The review is at a relatively early stage, with agencies in the process of completing tender documents ahead of a pitch.

BT’s search for a direct marketing agency for BT Business follows several recent reviews in other parts of its empire. Late last year, it

appointed Starcom Media-Vest to handle its press buying.

It also made adjustments to its digital roster, with Agency.com winning the task to develop online business advertising. Agency Republic was also given an expanded role on the digital roster.

Creative for BT Business is handled by St Luke's, which has worked on the account for two years. BT is also talking to a shortlist of creative agencies to take a place on its roster alongside St Luke’s and Abbott Mead Vickers BBDO.

Sue Hunt, the head of direct marketing for BT Retail, was unavailable for comment.

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