BT Debuts Campaign to Support Growth Strategy

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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.


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