The appointment of the Omnicom-owned agency comes after a review of BT's interactive agency relationship that began in April. BT conducted a search for agencies through the AAR.
Agency Republic will work on developing online advertising for BT Broadband as well as on its look and services online. It won the account after a competitive pitch.
The agency will work closely with BT Broadband's other agencies on its positioning and future development. BT has just launched a campaign through St Luke's to support broadband. Its "breaking pipe" ad features a host of characters that have burst out of a broadband connection pipe. The ad uses the line: "More connections. More possibilities."
Agency Republic currently works with O2, formerly BT Cellnet, which was spun off as a separate company by BT earlier this year. Its other clients include Boots' Pure Beauty brand and Cisco Systems. It was launched last year in a joint venture by Agency. com and Claydon Heeley Jones Mason.
"Agency Republic is doing work for us on BT Broadband," a BT spokesman said.
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