|Authors: Louise Nolder, Aileen Ross and Jane Dorsett
BT – A Swiss Army Knife of a campaign: How BT's 'Family' campaign found ways to address multiple communication challenges
In 2004, AMV was asked to pitch to retain the BT business. The brief was brand-focused: “In today's market, make people love us again”.But market conditions would not permit a fluffy brand campaign. For BT, communications would need to deliver against relentless quarterly marketing objectives, as well as fostering brand love. These sales would be demanded not just from its traditional heartland, telephony, but...