BT Cellnet

Campaign in 1998 by AMV.BBDO for BT Cellnet `U' launch. Brief was to launch a new pre-pay product in 12 weeks, to regain market leadership for Cellnet.
Agency: AMV.BBDOAuthor: Dominic Boyd-Maunsel

The BT Cellnet 'U' Launch Campaign

Introduction

This is a simple story about how planning helped transform a marketplace ugly duckling into a swan. But it is also a story about how we can help clients arrive at more effective brand solutions by expanding the role planning plays.

The road to a brand launch is often long and torturous, involving a traditional development process where the baton is passed from client to agency, planner to creative, and the role of the planner is confined to developing the communications strategy.

'U' was different because it...

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