British Telecommunications: Extra Telecoms: How ET Enabled BT to be Greater than the Sum of its Marketing Parts

1999-2000 `Stay in Touch campaign' for British Telecom, using the ET character. Objective: to reposition BT as a communications company for the future, and sell new world products.
Agency: Abbott Mead Vickers BBDOAuthor: Mike Teasdale

British Telecommunications

Extra Telecoms: How ET Enabled BT to Be Greater Than the Sum of its Marketing Parts

 INTRODUCTION

The IPA has almost 700 case histories in its data bank. In almost every case they demonstrate 'a better understanding of the crucial role advertising plays in marketing' by stripping away all other marketing efforts and leaving advertising to bask in the spotlight of what it has achieved in isolation. 

But, advertising in the real world rarely works in isolation. Advertising's role in marketing is not just that of a highprofile...

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