The move comes after it hired Zed as digital media agency last July, replacing i-level in the biggest digital pitch of 2005.
BT spent £15 million online in 2005 and plans to increase that this year as it shifts more spend away from TV, though it has yet to finalise budgets.
The company's current budgets run until the end of March 2006. But Peck said there will be a radical change to BT's advertising after that.
Christian Peck, chief operating officer at Zed, said BT's internet strategy has been largely about mass reach and short-term gains. "It has had to do the hard-sell because it has been such a competitive broadband market," he said.
"The majority has been acquisition-focused until now. We're going to split it more evenly, so it's a two-pronged approach," he explained.
"We want to start using the impact of BT's budget and start dominating the space, and push different messages through more unusual formats and streamed video."
BT head of digital media Justine Tate said: "Our key focus will be to build up the brand and bring it to life online."
She added that it is important for the company to be seen to be leading the sector, as it continues to try to change people's perceptions of the BT brand from being just a telecoms company to being a digital technology leader.
BT is working with planning consultancy PHD and its agencies to develop a media strategy for the next few years that will focus on digital from the outset.
- Cover story, p30.
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