BT Group selects Wunderman to lead direct marketing and CRM

BT Group appoints Wunderman to lead direct marketing and customer CRM

BT Group has appointed Wunderman UK as its lead direct marketing and customer engagement agency for its BT and EE brands.

Wunderman takes over from incumbent agencies OgilvyOne and Chemistry. OgilvyOne won BT’s direct marketing account in 2001, later securing the digital account for its business division in 2009. Chemistry was appointed as EE’s direct marketing business in 2012.

BT launched a review of its direct marketing and engagement account in August last year following the completion of its £12.5bn acquisition of mobile phone network EE.

Following the deal WPP’s GroupM formed a new media entity called Team Connect to handle BT Group's consolidated media account, worth at least £160m. Maxus handles BT and Plusnet while sister agency MEC handles EE.

AnalogFolk was brought on board in January to handle the BT Group’s wider digital content strategy.

Zaid Al-Qassab, chief brand and marketing officer at BT Group, 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.”

Mel Edwards, chairman, Wunderman UK said: “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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