Beattie, Bob Hoskins, and now ET, have helped BT come up with the
best remembered ads of the past ten years, according to our Adwatch of
The telecoms giant is the only advertiser to feature in every Adwatch of
the Year league since 1990 and is way ahead of its rivals in terms of
its yearly rankings.
BT’s success, along with the other leading advertisers in the decade’s
table, is testimony to the value of long-standing client-agency
relationships and ad consistency.
BT began the 1990s with J Walter Thompson’s Beattie campaign, starring
Maureen Lipman. Abbott Mead Vickers’ Bob Hoskin’s ’It’s good to talk’
ads took over in 1994. While other agencies have worked on BT’s business
over the years, AMV is still the lead agency with its ET work.
Other brands at the top of the table include McDonald’s, which has
worked with Leo Burnett for the whole decade; Andrex with its puppy
campaign; Coca-Cola and Nescafe Gold Blend, which courtesy of
McCann-Erickson began the decade with its soap opera-style couple.
BT tops the table for highest advertising spend by a single brand.
According to MMS figures looking at adspend over the past five years, BT
spent almost pounds 490m - pounds 329m of which was on TV.
Full tables and report page 20.
This article was first published on Marketing