BT Retail - Bringing people together: share defence with a big D

This paper covers BT's 'Together Again' campain in response to its decline in share of the fixed line minutes market, which it once monopolised and in which it now faces competition from mobile phone operators, cable companies and resellers.
Agency: Abbott Mead Vickers BBDOAuthors: 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands