It will appear on existing BT press and poster ads until May, when a major campaign based on the strapline will be launched through its roster agencies St Luke's, Abbott Mead Vickers BBDO and Fallon.
BT expects the single slogan, devised by St Luke's following a pitch against the other roster agencies, to instil a consistent brand message - something the telecoms giant has not had since it axed its 'More connections, more possibilities' line three years ago.
According to Amanda Mackenzie, BT's director of marketing services, the focus is on "putting the customer at the heart of everything and giving them more power". She added that the approach is likely to lead to greater emphasis on above-the-line advertising.
BT is the UK's biggest single-brand advertiser, spending more than £106m in 2003, according to Nielsen Media Research.
BT bites back, page 22.
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