BT BRAND CAMPAIGN

BT asked us to create a bold new adviser brand campaign that would move them away from their successful-but-safe ‘Building to Thrive’ positioning. They wanted us to showcase them as a company that, while built on great heritage, is future-focused, intuitive and technologically advanced.

Aimed squarely at advisers, the intention was to increase flows to the Panorama platform. So we decided that strategically, the idea of BT’s constant evolution could provide fertile creative ground.

Our concepts use creatures that have adapted to suit their environments; in much the same way BT has proven resilient and resourceful over time. We dialled up the visuals and came up with punchy headlines that, utilising the ‘BT’ lock up, send powerful messages about what BT does. In this way we could deliver compelling reasons why advisers should consider partnering with BT.