Agency: BDDH Author: Paul Jeffrey

How BT made advertising work smarter, not just harder

 

INTRODUCTION

Question: How do you convince businessmen that a company deemed to have little interest in them, is now the expert in a market it has no obvious credentials in, while simultaneously bolstering share in the company's increasingly competitive core market?

Answer: You get your advertising to work smarter.

This paper demonstrates how Butterfield Day Devito Hockney, BT's Business Communications advertising agency for the past four years, helped BT establish itself among businesses, in markets more usually associated with information technology companies, while concurrently defending and growing its presence in the business telecommunications market. This lead to a +66% return on advertising investment for BT.

THE BT BUSINESS MARKETPLACE – A THREAT TO BT'S CORE BUSINESS