BT – Bringing It All Together in Digital

Maureen Cudhilly, Iain Preston - LBi

WHY THIS STORY IS IMPORTANT

This paper tells the story of how a bold change in creative design approach can deliver dramatic improvement in sales conversion and ROI. It demonstrates by embracing this new approach, BT.com has been able to progressively and continually evolve to meet customer's needs and make good on the brand promise of 'Bringing it all together'.

THE BUSINESS OF BEING BT

There is no brand more recognised in the world of telecommunications than BT. As the world's oldest company in its field, the business carries both significant heritage coupled with the challenges running an operation which supports the backbone of the UK's communications network.