NEWS: Three shops to bid for pounds 14m BT work

BT has invited three agencies to present ideas on how it can develop its advertising to businesses.

BT has invited three agencies to present ideas on how it can develop its

advertising to businesses.

The account, which could be worth as much as pounds 14 million next

year, has been with Butterfield Day Devito Hockney for four years.

However, BT’s advertising manager, Sholto Douglas-Home, says the time

for a statutory review is approaching.

‘We are very happy with what Butterfield Day has done, but we are using

the opportunity to ensure we have got the most effective and best-

performing campaign that we can get,’ he said.

Abbott Mead Vickers BBDO, which won a large slice of BT’s business

advertising last month in the form of its ‘value for money’ project, and

last week picked up its pagers account, has been asked to pitch

alongside the incumbent and Euro RSCG Wnek Gosper.

Butterfield Day’s latest ads under the ‘work smarter, not just harder’

banner are in a soap opera format and feature a fictitious company. BT

is said to be very enthusiastic about the idea, which accounts for Euro

RSCG’s presence in the pitching line-up.

Euro RSCG is not on BT’s existing roster, but its American affiliate,

Messner Vetere Berger McNamee Schmett-erer Euro RSCG, originally created

the soap opera idea for MCI - BT’s business partner in the US.

One notable absentee from the pitch-list is Saatchi and Saatchi, which

holds BT’s corporate account. Saatchis was also not invited to pitch for

the ‘value for money’ business last month.

This latest ad rethink will be the last major review before a massive

reorganisation and the break-up of BT’s Customer Communications Unit in

March (Campaign, 22 September).

Presentations will be made in late January, and a decision is expected

shortly after.

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