Lead agency Abbott Mead Vickers BBDO has created advertising for BT Openworld since launch. The ISP has amassed 330,000 broadband subscribers and 1.5 million narrowband subscribers.
The joint venture takes effect from September and sees BT cease to be a provider of content. It marries BT's capabilities as an access provider with Yahoo!'s content and software. A multi-million-pound ad campaign will break in the autumn.
BTopenworld will remain as an ISP brand for business customers, as well as the name of the corporate division for its internet operations, including BT Yahoo! Simon Curry remains marketing director for the division.
BTopenworld's managing director, Duncan Ingram, said BT's decision would affect between 25 to 30 jobs, but that the company had committed to redeploy them all within the group.
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