B-M wins brief to promote BT Wholesale brand in UK

BT Wholesale, BT's network services and solutions business, has appointed Burson-Marsteller on a brief to position and promote its brand throughout the UK.

B-M won the account following a four-way pitch.

BT Wholesale head of PR Sucharita Sethi refused to confirm which other agencies were involved but indicated that they were all BT roster agencies.

Fraser Butters, head of B-M's tech practice, will lead the account, reporting to Sethi. The aim is to 'educate stakeholders to consolidate their understanding of BT Wholesale' and to understand where it sits within BT as a whole, according to Sethi.

'Our strategic communications programme will provide stakeholders with a context of understanding about BT Wholesale and its role as the backbone of the UK's communications network,' she said.

BT Wholesale supplies network services to other BT businesses - BT Retail, BT Ignite and BT Openworld - and to other communications companies, including mobile firms and internet service providers. It is spearheading BT's drive for the take-up of broadband services in the UK, recognisable to consumers as the Broadband Britain campaign.

BT Wholesale already retains two PR agencies which will continue to work within their own areas: Band & Brown Communications, which works on the B2B and wholesale markets side; and Hill & Knowlton, which deals with Broadband PR and supported the recent 'Come on Britain, you know you want it' press campaign.

Butters said B-M is likely to work closely with these other agencies but will maintain a distinctive role: 'We are all part of the same team, and Broadband Britain is behind everything we do, but our job is a more high-level corporate positioning.'

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