Earlier this month, AMV resigned the Yell account in order to retain BT (Campaign, 7 April). Although none of the parties would comment on the record, it seems this time round PHD felt Yell's loyalty was a better long-term bet than that of BT.
It also shows some canny thinking on a group level. This solution means AMV's and PHD's Omnicom parent loses none of the BT media income, while retaining Yell's planning and buying at PHD.
It will be interesting to observe how BT's relationship with AMV develops.
Having creative and media in one place might prove a compelling model, one that other clients also start to request.
And it also means that if the whispers about BT considering a holding company-level pitch are true, AMV is in good shape to retain the business.
It's a move that deserves credit as a flexible solution to a challenging problem.