NEWS: QBO set to connect BT with small businesses

British Telecom is poised to sign up the Quentin Bell Organisation for a new pounds 150,000 fee contract aimed at wooing small to medium-sized companies.

British Telecom is poised to sign up the Quentin Bell Organisation for a

new pounds 150,000 fee contract aimed at wooing small to medium-sized

companies.



Richard Czartoryski, head of BT’s corporate communications unit, saw

roster agencies QBO and Scope Communications, and outsider Consolidated

Communications this week.



The campaign, named Call Growth, aims to bring separate business-to-

business accounts, handled individually by British Telecom’s roster

agencies, under one roof.



BT has been phasing out these individual business briefs, with most

ending in March and April, in order to strengthen its central goal, of

getting small to medium-sized businesses to make more phone calls.



It is understood that the new campaign will highlight the cost-cutting

and time-saving benefits of modern telecoms, rather than dwelling on

technological advances.



‘Small and medium-sized businesses tend to buy their IT from smaller

companies and have traditionally seen BT as impenetrable,’ said an

insider.



The idea of launching a dedicated PR campaign to target this audience

follows the launch of BT’s Business Connection - an 0800 number

offering business advice to firms.



QBO has worked for BT for ten years on a range of programmes including

BT Phone Cards and its tie-up with the Sunday Times Superhighway Awards.



The new contract will not affect BT’s seven roster agencies which

include Lynne Franks, Band and Brown and Countrywide Communications.



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