Lubin, who will also be responsible for marketing BT's telephone directory enquiries number 118500, was previously marketing director at Quip, the low-cost calls brand jointly owned by BT and Unisys.
BT, which acquired struggling directories business Scoot last month, is preparing to battle it out against Yellow Pages, the household brand it sold under the Yell umbrella last year to a consortium of venture capitalists.
BT is also preparing to convince consumers to use its 118500 number for directory enquiries (DQ) services from December when the market is opened up to competition, also under the BT Directories brand.
It is expected to hand roster agency St Luke's the task of advertising its directories offering since its other main roster agency Abbott Mead Vickers BBDO holds the Yell account.
Lubin said BT would spend significantly less than the 拢15m to 拢20m launch adspends promised by entrants such as InfoNXX and Conduit. Instead, the company will be able to feature the 118500 number in its brand advertising campaigns.
DQ is set to expand from a simple number enquiry offering to give consumers more information such as weather forecasts and cinema listings as providers compete in the newly deregulated market.
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