BT seeks agency for product-led account

BT is looking for an agency to promote its hardware products, such as digital cordless phones and faxes, which are available for sale through high street retailers.

BT is looking for an agency to promote its hardware products, such

as digital cordless phones and faxes, which are available for sale

through high street retailers.



Four agencies have been



invited to pitch for a new pounds 2 million account, internally dubbed

’consumer products press advertising’, in the week commencing 20

April.



It is understood that BT has ruled out television in favour of a press

and radio push. Media planning and buying for the campaign will be

handled by Zenith Media.



A source close to the pitches said: ’BT now wants to advertise its

products so that when consumers go into the likes of Currys or Dixons

they choose to buy BT products over rival telecom brands.’



The agencies’ brief states BT’s intention to position itself as ’the

leader in the UK’s digital cordless market and therefore the automatic

first choice’ for purchasers.



The review for product advertising adds to three pitches already in

progress for the telecoms giant. A result on BT’s strategic media

account is expected shortly after Easter, while a shortlist for the

press and TV media accounts is due imminently. Abbott Mead Vickers BBDO,

Leo Burnett, Duckworth Finn Grubb Waters and M&C Saatchi also pitched

last week for BT’s pounds 5-pounds 10 million creative press project,

and are waiting to hear which two will go through to the next round



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