BT has kept its media business with GroupM. The move will see a new division of the agency, dubbed ‘Team Connect’, created to service the £100m account.
It comes as BT seeks greater unity in its media planning following the buy out of EE.
Although BT intends for both it and EE to operate as separate entities, when it comes to the media planning it has asked Maxus (which handled BT prior to the merger) and MEC (which managed EE) to unit at the former’s offices in East London.
The follows a turbulent time in the marketing department since the takeover was completed.
In a management reshuffle in April, Zaid Al-Qassab – formerly chief brand officer at BT – took on the wider remit of chief brand and marketing officer at the company.
However, in quick succession EE's chief marketing officer Pippa Dunn departed and Spencer McHugh, the telecom's firm's long-serving brand director, quit.
The first marketing activity for the combined entity was revealed earlier this week.