Agency: AMV.BBDO | Author: 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...