BT has appointed French company Publicis Groupe as its media partner following a rigorous review of all aspects of its media requirements.
The single contract with the Publicis Groupe in the UK will cover business and communication planning through to negotiations and implementation across all media channels. BT and Publicis have also unveiled a new structural relationship aimed at leveraging substantial commercial advantages and being able to work more quickly to exploit media opportunities.
The Publicis Groupe communication, planning and management team will operate as a single unit with BT’s media team, led by Steve Huddleston, BT Head of Media. This dedicated BT unit will be based at BT’s Group Headquarters and will be wholly integrated into BT’s media management operation.
The press announcement says the appointment ‘enables BT and Publicis to build on their outstanding historical performance, and also represents a totally new approach that evolves the traditional agency/client partnership and accounts for BT’s increasing role as a media owner as well as a traditional consumer of media’.
Steve Huddleston welcomed the appointment, “This integrated BT Group unit is designed to future-proof BT as our influence within the media sector develops, and was a critical element in our decision making. Publicis has shown that they can deliver this whilst integrating seamlessly into our in-house team, and we very much look forward to working alongside them.”
Iain Jacob, who sits on the worldwide Publicis Groupe Media Board, said, “We have worked with BT for five years. This is, in effect, a new assignment for us that represents a powerful new approach to media in the UK. BT has always worked hard to lead and we are exceptionally pleased to be working with them going forward.”