BT dials up Uncommon ‘to think beyond advertising’

BT Group has performed a major U-turn on pushing EE as its consumer facing brand by appointing a new agency to “think beyond advertising” to promote BT’s broadband and fixed-line services to both businesses and consumers. 

The move, which will see Uncommon Creative Studio take on the brief, follows leadership changes at BT and a shift in strategy to bring back the BT brand.

Saatchi & Saatchi and Adam & Eve DDB lost out in the pitch, with Uncommon due to take on both agencies’ duties on the brand going forward.

The new brief is to build “a long-term creative platform for the BT brand, aiming to help it build cultural relevance.”

BT Group managing director of group brand Cilesta van Doorn said: “We had a responsibility to find the right partner to help us think beyond advertising, one who could help us redefine the role BT should play in modern Britain.

“Uncommon’s thinking and ambition stood out from the start. Their ideas go to the heart of what BT means to our customers and our people, and we’re excited to bring this to life together and shape this next exciting chapter for BT.”

Uncommon Creative Studio co-founder Nils Leonard added: “It is a huge privilege to partner with one of Britain’s most-loved and important brands, and to see them recognised once again for the incredible contributions they have made not just to British culture, but to our very way of life. This partnership with BT at the highest level will see every facet of the studio brought to bear on their behalf.”

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