NEWS: Butterfield Day retains BT account

Butterfield Day Devito Hockney has hung on to the pounds 14 million BT Business account after a hotly contested head-to-head fight against Euro RSCG Wnek Gosper.

Butterfield Day Devito Hockney has hung on to the pounds 14 million BT

Business account after a hotly contested head-to-head fight against Euro

RSCG Wnek Gosper.



The battle went into a second round after the initial pitches were too

close to call. Abbott Mead Vickers BBDO, which already holds pounds 46

million of BT business, chose to drop out of the competition at an

earlier stage.



Euro RSCG and Butterfield Day took different creative approaches to the

brief, which stipulated the continuation of the current soap opera

campaign but demanded a more ‘gritty’ execution.



Sholto Douglas-Home, BT’s advertising manager, said: ‘I was very

impressed with Euro RSCG’s creative ability and agility. It was an

incredibly close decision.’ In the end, Butterfield Day’s four years of

experience in the business telecoms market proved the deciding factor.



Nigel Long, the managing director of Butterfield Day, commented: ‘This

decision has made our year. We understand BT, we worked hard to deliver

against the brief and we never gave up.’



The TV advertising campaign, which has been using the endline, ‘work

smarter, not harder’, is likely to pick up again in April, but this time

it will take a more dramatic and realistic approach. It is thought that

Butterfield Day will bring in new creative talent from outside the

agency to ensure that it delivers on its pitch promises.



The soap opera idea originally came from Euro RSCG’s US office, Messner

Vetere Berger McNamee Schmetterer Euro RSCG, as part of a campaign for

MCI, BT’s US business partner.



Butterfield Day had already survived two threats to its BT Business

account before this statutory review. In May 1994, there was an informal

review, and in January 1993, the agency won a repitch against Saatchi

and Saatchi, Abbott Mead, Chiat Day and BST-BDDP.