Industry onlookers believe the beginning of the end could be nigh for Abbott Mead Vickers BBDO as lead agency on the massive British Telecom account – said to exceed £120 million annually in total adspend.

AMV’s likely Nemesis is St Luke’s, the London-headquartered hotshop co-operative, which yesterday was handed the task of developing BT’s global strategic positioning. The brief involves intellectual control of all above- and below-the-line work, ensuring that St Luke’s input will influence BT's entire strategic communications portfolio.

BT believes the move will enable it to portray itself as a holistic entity as opposed to the sum of its disparate parts. Said marketing services director Tim Evans: “We asked our roster agencies to help us review our overall brand and communication strategies ... we liked the St Luke's presentation best.”

Evans then revealed the full significance underlying the appointment: “The new proposition will be the central strategic idea behind all our work going forward,” he said. “The agency's work will be a unifying theme across all our stakeholder groups."

In addition to AMV, the other unsuccessful contestant for the new jewel in BT’s crown was co-roster agency M&C Saatchi.

News Source: CampaignLive (UK)