In what has been possibly the worst kept secret in recent years, BT Group has finally confirmed the appointment of Wunderman UK as its lead direct marketing and customer engagement agency, over two months after Decision Marketing first reported the news.
Wunderman beat Proximity London to the business, which encompasses acquisition and retention across both BT and EE brands in the consumer and B2B markets.
The review first kicked off in August last year; both incumbents, OgilvyOne, which handled BT and Publicis Chemistry, which ran the EE account, were knocked out of the pitch at an earlier stage.
The review was on the cards ever since BT’s proposed takeover was first announced in February 2015 and comes nearly 13 months after the deal was given regulatory approval. It is not known how much the combined business is worth to Wunderman, although as BT had already announced it plans to slash £400m in costs over the next four years, spend will be much reduced. However, it is still likely to be one of the biggest DM briefs in the UK.
BT Group chief brand and marketing officer Zaid Al-Qassab said: “Our hope was to find an agency partner who would work with us to broaden and deepen our customer relationships. Wunderman proved that their experience, people and capabilities were the perfect fit for us. We look forward to a long and successful relationship with them.”
Wunderman UK chairman Mel Edwards added: “We are absolutely thrilled that both BT and EE have chosen us as their agency. We are really excited to be part of this new chapter, bringing both brands into one agency. The team and I are looking forward to delivering outstanding work for what are two prestigious UK brands. To say that we are over the moon, would be an understatement.”
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