BT: How investing in content and giving it away led to a national rethink of BT
Principal Authors: Tim Whirledge and Steve Hopkins, AMV BBDOContributing authors: Dan Ramsay, BT; Bob Udale, OgilvyOne Worldwide; Will Jellicoe, Maxus
Summary
This is an IPA paper of rare significance. Seldom do we see a business challenge of this size answered with a marketing strategy that has had such a direct effect on the creation of shareholder value.
Some journalists coined our move into content as the "£1billion gamble"1. In reality, this is the story of simply understanding what mattered...