Its BT client looks set to follow the example of HSBC and Samsung by ending its current hotch-potch of agency relationships and aligning its entire business within a single communications supergroup. Meanwhile, Pizza Hut is understood to be taking soundings about the future of its £11 million account.
While the loss of Pizza Hut would be a blow, BT's departure would be devastating. With all other major telecoms business in the UK internationally aligned, its loss would be virtually irreplaceable.
Its strong relationships with BT ought to help AMV retain the account.
However, the close ties between the group chairman, Michael Baulk, and O2's chief executive, Peter Erskine, failed to stop that account straying. And, with AMV's creative failing to pack its previous punch, BT is unlikely to let sentiment get in the way.