How 'We Want Your Business' Proved Invaluable to BT's Business

Geraldine Knee

1993 campaign for British Telecom, reacting to inroads by Mercury in the business-to-business market.
Agency: Butterfield Day Devito HockneyAuthor: Geraldine Knee

How 'We Want Your Business' Proved Invaluable to BT's Business

SUMMARY

By the end of 1992 BT's position as sole telecommunications supplier had been under attack for eight years. Mercury's cheaper competition had particularly ravaged the profitable business-to-business market to such an extent that 99 out of the top 100 companies were using Mercury rather than just BT - BT was, in fact, the only exception. The common perception among businessmen of both BT's price and image relative to Mercury was very poor; clearly, to redress such perceptions and stabilise...

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