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New EE owner BT reviews £160m media business

BT is reported by Campaign to be reviewing its media business following its acquisition of EE. The two accounts are worth a total £160m, £100m BT at Maxus and £60m EE at MEC, both WPP GroupM agencies.

Such reviews seem a permanent part of media agency life and it’s pretty certain that BT is looking for significant cost savings even though the two brands, for now, remain separate and may not find themselves in one agency. BT is Maxus’ foundation account in the UK and its biggest alongside L’Oreal.

WPP seemed to have done pretty well out of ‘Mediapalooza,’ the spate of US-inspired reviews but these things change swiftly. Earlier this week its MediaCom lost the £2bn Volkwagen global media account to Omnicom’s PHD, a nasty surprise by any standards.

BT’s creative account is handled by AMV BBDO in the UK while Saatchi & Saatchi handles EE. At some stage these two might be up for review but that would probably mean combining the brands. EE is the strongest in the mobile sector due to to its extensive chain of high street shops.

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