BT Debuts Campaign to Support Growth Strategy

Share this content:
BT Americas Inc. began a multichannel campaign this week to promote its services to C-level and senior IT decision makers. The direct mail portion to U.S. customers and prospects begins before the end of June.


Judy Kim, account director at BBDO Proximity, would not say how large the mail effort is but said it will have the "same look and feel [as the campaign's ads] in regards to the brand and a similar message as well."


BBDO Proximity, a division of BBDO New York and member of the Proximity Worldwide network, created and executed the campaign. BBDO has been BT Americas' agency of record since 2003. BT Americas is part of BT Global Services, British Telecommunications' business services and solutions division.


"As one of the few players in the telecom industry that is increasing its operations and presence in the U.S., BT is in the unique position of communicating a very positive message to its core business audience," said Paul Sewards, vice president and managing director at BBDO.


The United States represents the world's largest growth market for information and communications technology services, according to BT Americas.


The campaign began with national and regional print ads, outdoor billboards and display ads at international airports. The effort features portraits of individual BT Americas employees along with their names, titles and where they are based.


The ads feature the tag line, "One company is investing here to help American business connect everywhere," and explains that BT is increasing its 1,800-strong U.S. work force by 6 percent. Ads are appearing in The Wall Street Journal, The New York Times, Business Week, other business publications and trade publications.


BT has conducted business in the Americas through its subsidiaries, including BT Americas Inc., since 1988.


A global BT ad campaign follows in September.


Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above