BT made the announcement following a comprehensive audit. Fallon and CHI pitched for the work, along with DFGW. AMV BBDO and St Luke's have been retained without a competitive pitch, the first time BT has awarded contracts without having done so.
Amanda Mackenzie, director of BT Retail's marketing services, said: "To reward their commitment to us, and to demonstrate our belief in partnership and shared success, we decided against a formal pitch [for AMV BBDO and St Luke's] and, instead, we undertook a rigorous and wide-ranging review process. The results meant that reappointment was a formality and we now feel we have a roster that can continue to deliver both creatively and on the bottom line for BT."
CHI is already charged with creating a campaign for BT Broadband-enabled blue internet kiosks. However, there is some sign of client conflict on the horizon.
While the agency's Carphone Warehouse account has been ruled out as a source of conflict, its appointment by BT could spell trouble for the agency's pitch for British Gas, which has a telecommunications division.
Fallon will be tasked with supporting business service division BT Ignite's overseas ambitions. AMV BBDO will continue as BT's lead consumer agency, while St Luke's will handle the launch of 118 500, BT's new directory enquiries service, and continue to lead on the BT Business campaign.
In recent months, BT has appointed Starcom MediaVest on its £23m press planning and buying account; WWAV Rapp Collins on its £4m business direct marketing; and AMV BBDO's sister PR agency Fishburn Hedges as its main PR adviser on BT Retail.
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