Magazine article Marketing

BT Divides Business to Focus on Growth Units

Magazine article Marketing

BT Divides Business to Focus on Growth Units

Article excerpt

BT is set to devolve marketing power to four new 'high growth' international businesses after unveiling a radical restructuring last week.

The move, which will mean new brand identities and strategies for BT's broadband, internet, directories and mobiles businesses, could lead to new agencies being added to the BT roster and to a top level marketing reshuffle. Currently, BT's main branding programme focuses on ET.

Officially, the company said it was too early to say how marketing positions would be affected by the restructure, which sees BT separating out 'high growth' parts of its business. Analysts believe these will eventually be spun off as separately quoted companies.

BT has already confirmed that Yell, an international directories and e-commerce business based on Yellow Pages, will float later this year.

John Condron, formerly managing director of Yellow Pages, becomes chief executive of Yell.

Ignite, a broadband transmission business based on internet technology, will be run by Alfred Mockett, formerly president and CEO of BT Worldwide, and will deliver services to the UK and continental Europe.

BTOpenworld, amass market internet business, brings together all BT's existing ISPs with Open, BT's interactive TV joint venture, and Genie Internet, BT's mobile portal. …

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