BT Business has appointed three new B2B agencies following a competitive tender process, in a move designed to establish its business brand as a global leader and demonstrate its commitment to companies of all sizes.
Launched on April 1 2023, BT Business now supports over one million businesses across 180 countries.
The agency roster expansion sees Dentsu Creative briefed to handle social media presence across all owned channels and communities; Craft Media London covering business communications strategy, and Man Bites Dog tasked with integrated thought leadership.
The three will collaborate closely with BT’s existing B2B creative and media agencies, including Adam & Eve DDB, EssenceMediacomX, and Eleven Miles. The company’s latest ad campaign is running under the strapline “Whatever Your Business, BT’s Got Your Back.”
BT global brand and marketing director Helen Whetton said: “BT is the UK’s sixth most valuable brand. It’s also now the flagship business brand for BT Group – and we’re proud to bring together the marketing industry’s very best strategists and creatives to help us write this next chapter of BT’s brand story.
“Expanding our roster will see us work together with new and existing partners to build on our brand heritage, think like a challenger and, ultimately, show businesses of all sizes that BT’s got their back.”
Dentsu’s remit includes the development of a comprehensive social strategy, creative concepting, community development and management, social content creation, performance monitoring, and the implementation of a B2B influencer strategy.
The agency will also develop a new end-to-end social approach, bringing organic and paid social strategies closer together. Strategic partnerships and influencer collaborations will play a crucial role in amplifying BT Business’s reach and impact across key campaigns.
Dentsu Creative UK managing director Julie Chadwick said: “BT Business has a clear mission to support businesses. Our role will be to activate this mission in innovative ways across social platforms, building influence and fostering community across the entire range of business audiences. We are excited to be part of a new cross-agency team that will help drive BT’s brand into the future.”
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