Magazine article Marketing

50 Years of Fame: Brandfame - BT

Magazine article Marketing

50 Years of Fame: Brandfame - BT

Article excerpt

A clear indication of a brand's fame is the whether the public remembers its TV ads. By this measure BT has a greater stature than most.

Campaigns such as Buzby, the cartoon bird voiced by Bernard Cribbins who told us to 'make someone happy' by giving them a call; 'It's good to talk', which featured Bob Hoskins; and 'Stay in touch' with ET are all regularly cited as influential and effective. Add in the 'Beattie' series that continues to strike a chord more than 15 years after the last ad was broadcast, and it is an impressive track record of advertising success. BT is a regular winner at the IPA Effectiveness Awards, picking up bronze, gold and the Grand Prix in 1996.

Over the past 30 years the company has run more than 25 campaigns on ITV, helping to maintain its dominant position in the fixed-line telecoms market.

Time and time again, the company has relied on TV to flag up milestones in its corporate history. Ads on ITV played a big part in the privatisation of BT in 1984, persuading members of the public to buy shares.

Today the company faces a new challenge from slimmer, cheaper and nimbler competitors that are trying to encroach on its patch of the home telephone market. …

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