BT moves onto front foot with big new corporate drive from Saatchi & Saatchi

BT has switched from long-serving AMV BBDO to Publicis Groupe’s Saatchi & Saatchi for what it says is its biggest brand campaign for 20 years, tied to the promise to make five million kids “tech-enabled.” Which brings safety and opportunity according to the ‘Beyond Limits’ campaign.

So we start in Dickensian London and move to a slightly forbidding future (for us oldies anyway.)

BT Consumer division CEO Marc Allera says: “Today’s launch of the ‘Beyond Limits’ campaign represents a real shift for BT, inside and out. Our presence and scale across the UK means that we have an opportunity and responsibility to go further than ever to connect more people and businesses across the UK, help them make the most out of the technology they have, and equip them with the skills they need to shape the future.

“This campaign represents just that, a bold step into the future, helping people to break down barriers and realise their potential.”

Lots of other stuff too from agencies AnalogFolk and Posterscope.

It’s good to see BT on the front foot under new management after years of haggling with just about everybody over its performance. Now, of course, it has to walk the walk as well.

But this is a good start from the usually-reliable Saatchi & Saatchi, which has a sure touch with big clients.

MAA creative scale: 8.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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