The Week: BT splits digital account between AMV and OgilvyOne

BT has moved its digital advertising account out of and split it between Abbott Mead Vickers BBDO, its advertising agency, and OgilvyOne, which handles its direct marketing.

The successful agencies pitched against the incumbent and the fellow BT roster agencies LBi and Saint to win the briefs.

AMV, which is responsible for its advertising activity, including the current "BT family" campaign starring Kris Marshall and Esther Hall, will handle its consumer digital account. The agency has been briefed to integrate the consumer TV campaign with new digital activity.

OgilvyOne, which handles BT's direct and eCRM activity, has been awarded the digital account for the company's business division.

The agency won the direct account in 2001 and it picked up silver and bronze at the 2008 DMA Awards in the eCRM and IT/Telecommunications categories.