Agency: DFS Dorland | Author: James Hudson |
Promoting the Privatisation of British Telecom
INTRODUCTION
This is a case history about the advertising of a product which had no price, was not on sale, which could not be recommended and which could not even be mentioned in TV advertising. Worse, there was no precedent for such a campaign and, unlike any other advertising campaign, it had only one chance to succeed. Failure could not even be contemplated.
Advertising the flotation of British Telecom was a unique problem.
BACKGROUND
In October 1979 Sir Keith Joseph pledged the government to the policy...