Magazine article Marketing

BT Shifts Business Task to St Luke's

Magazine article Marketing

BT Shifts Business Task to St Luke's

Article excerpt

BT has moved its estimated [pound]14m business advertising account to St Luke's from M&C Saatchi without a pitch.

The shake-up follows the recent 'More connections, more possibilities' brand campaign, created by St Luke's, which is understood to have been well-received by senior BT executives.

The ad has been at, or near, the top of Marketing's weekly Adwatch recall table since it broke in June, and is also thought to have researched well with the general public.

The campaign, which featured people addressing a vast crowd in a Gladiator-style amphitheatre, was designed to appeal to both businesses and consumers, and positioned BT at the forefront of the communications revolution.

St Luke's now takes responsibility for all BT's business ads, following M&C's 'You can' work, which has run for the past two years.

The decision to move the account will be seen as a blow to M&C Saatchi, although BT insisted the agency's place on its ad roster is not under threat. …

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