BT is looking to create a single brand campaign encompassing all components of its consumer business, including its fixed line, broadband and digital network services. Until now, each has been depicted in separate campaigns created by AMV.
BT has asked its roster agencies to come up with an overarching solution, which is thought to centre on or use the word "thrive". The pitch is being led by Tim Evans, BT's marketing services director.
A BT spokesman said more than one agency could be appointed and all three agencies could work together.
Insiders expect that if non-roster agencies do become involved, it will be in the autumn.
AMV holds the lion's share of the BT business, including the £29m broadband account. St Luke's handles BT Business and 118 500, while Fallon holds the narrowband and phonebooks accounts.
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