ET helps BT to top Adwatch league

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 Decade.

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