BT Group has renewed and expanded its partnership with Xerox-owned marketing services giant Go Inspire to focus on improving the effectiveness, efficiency and commercial performance of customer communications across one of the UK’s largest brands.
Under the renewed agreement, Go Inspire will continue to deliver direct mail print services across BT Group’s UK brands – BT, EE and Plusnet – supporting both consumer and B2B customer communications.
The partnership also includes digital deployment across a number of BT’s email programmes, further strengthening Go Inspire’s role across channels.
In a significant expansion of scope, Go Inspire will work more closely with BT Consumer’s marketing team, providing creative services, data sourcing and post-campaign analysis, alongside the below-the-line execution of key trading campaigns for BT and EE throughout the year.
The expanded remit reflects a shared focus on making CRM work harder – simplifying execution, improving the use of data and delivering customer communications that perform at scale.
BT Consumer head of demand generation Nate O’Dell said: “We have a great longstanding relationship with the team at Go Inspire. We were particularly impressed by the quality and turnaround of the creative thinking in the pitch, while always being proactive with ideas and ways to make our budget work harder.
“We are looking forward to continuing the relationship and consolidating more of our work with Go Inspire to drive efficiencies and make more of the expertise that the team has to offer.”
Go Inspire chief customer officer Ben Snutch said: “BT Group operates one of the most extensive and sophisticated customer marketing ecosystems in the UK, so this renewal – and the decision to expand the role of Go Inspire – is something we’re genuinely proud of.
“Over recent years, we’ve earned trust by focusing on delivery and commercial outcomes: making large-scale communications simpler to execute, ensuring the right data is used in the right way, and removing unnecessary cost and friction from marketing activity.
“This next phase allows us to work more strategically with BT’s teams, combining creative thinking, data and analysis with proven execution to help customer marketing deliver real, measurable value.”
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