BT Retail - Bringing people together: share defence with a big D

This paper covers BT's 'Together Again' campain in response to its decline in share of the fixed line minutes market, which it once monopolised and in which it now faces competition from mobile phone operators, cable companies and resellers.
Agency: Abbott Mead Vickers BBDOAuthors: Jane Dorsett and Mike Teasdale

bronze award

BT Retail Bringing People Together

Share defence with a big 'D'

 

Introduction

We've all read IPA papers about defending market share and no doubt we'll read more in...