Agency: Abbott Mead Vickers BBDO | Authors: Jane Dorsett and Mike Teasdale |
bronze award
BT Retail Bringing People Together
Share defence with a big 'D'
Introduction
We've all read IPA papers about defending market share and no doubt we'll read more in the future. But this paper is the mother of all share defence stories. It's about how the Bringing People Together campaign has protected BT fixed line voice minutes.
Protecting BT fixed line voice minutes must rank as one of the most unforgiving of marketing tasks. Everything is against you.
The competitive threat against you is...