AnalogFolk has landed BT’s digital content business, and has been briefed to promote the core BT brand across owned and paid media channels.
As part of the appointment, the agency’s data arm, AnalogFolk DNA, will help the telecoms giant optimise CRM, social media and other digital channels.
BT insists it is a new account, even though AnalogFolk has headed up the BT content strategy, while Poke has run digital for EE. Quite where this leaves the EE content strategy is anyone’s guess, although Poke maintains that it continues to work on this business.
BT Group chief brand and marketing officer Zaid Al-Qassab said: “We are absolutely delighted to be working with AnalogFolk to help us articulate the brilliant stories we have within BT across new platforms and to engage customers and new audiences.”
Late last year, Wunderman was heavily tipped to have picked up the combined BT/EE direct marketing account, in a final shoot-out with Proximity London.
However, BT Group has yet to confirm which agency has won the business. It is not known what has caused the delay.
Both incumbents OgilvyOne and Publicis Chemistry had been knocked out of the pitch at an earlier this stage. The review kicked off last summer.
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