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availability and the best
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22nd July 2005:
British Telecom
BT
chooses Abbott Mead Vickers for converged consumer mega-campaign
BT
today announced that it has selected Abbott Mead Vickers to launch a unified
single mega-campaign across the whole of its consumer business. The contract
was awarded to AMV on the basis of their creative vision for fulfilling
BT’s brief for a single, integrated campaign. This will mark a major
change for BT.
The creative, which will appear in November, will span
the whole of the consumer business. Tim Evans, BT group marketing and brand
director, said: “We want to make a clean break from the approach
we’ve had in the past, putting out different campaigns for each service.
“With AMV we will be launching a single, integrated campaign
across all areas, so our advertising will reflect the increasingly converged
world of communications we now live in. Just as fixed and mobile telephony are
coming together with products such as BT Fusion, we want our advertising to
work in a converged way.
“AMV have come up with a very strong idea
for a campaign which will link the different parts of our consumer businesses
and which viewers will be able to instantly recognise as coming from BT,
whether the individual ad is about talking on a landline for 5.5p an hour or
finding the best BT Broadband package.”
The new contract was
awarded to AMV against stiff competition from some of BT’s other agencies
including St Luke’s, who work on BT’s business campaign for the
digital networked economy.
[BT Broadband]
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