Challenge

BT was relaunching as a pureplay business-to-business brand. To businesses, it had a reputation as a trusted but remote, brand. The task was to signal the relaunch and renewed ambition. And shake off the weight of years of being a famous consumer brand.

Insight

Businesses only succeed due to the drive and determination of the people in them. And they need a partner that matches this ambition and is with them every step of the way.   

Firestarter Idea

‘Means Business’ signalled a new focus for BT. It expressed a renewed ambition and attitude for the sluggish business. It has the power to guide the kind of products BT advertise, the people they hire and the way they treat their customers. And it expresses a purpose. It humanises a company that had lost its human touch.

Impact

We successfully repositioned Britain’s longest-established Consumer Telco brand to a business technology partner. 57% of businesses in agreement ‘BT makes my business better’.