In a blow to roster agency St Luke's, the decision will see AMV develop a 'single mega-campaign', centralising all BT's consumer businesses - broadband, fixed-line and phone books.
BT would not confirm the spend for the work, which is likely to spell the end for its 'More power to you' brand line, but insiders predict it could be as much as £40m.
St Luke's will continue to work on ads for BT's business propositions and is believed to be developing a campaign to complement its ongoing 'Global services' activity.
BT group marketing and brand director Tim Evans said the consumer activity would end 'disparate marketing' by creating one theme to run across all its consumer advertising from November.
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