NEW YORK: Where some see an obstacle, others see an opportunity. With its industry reeling from accounting scandals and other crises, British Telecommunications has chosen Peppercom as its agency of record in the United States to help grow its brand.
"We have a great opportunity in the marketplace right now," said Diane Noe, PR manager for BT Americas. "The past six months have been a time of incredible turmoil. There is no clear leader in the industry meeting customer needs."
Despite being in the US since 1988, BT does not have strong brand awareness, said Noe. With many other telecom names bruised and beaten, the time is ripe for an untarnished telecom brand to present itself.
"Our main focus, in the short term and the long term, is to strengthen their presence here," says Deborah Brown, partner and senior director at Peppercom. "They've been under the radar, but now there's a great opportunity for them to present themselves."
Peppercom will help BT increase its awareness to its audience of global companies, particularly those that need strong connectivity in Europe.
BT will also focus its branding efforts on three key industries: finance, technology, and petro-commercial.
"We were looking for a strategic partner," said Noe. "Peppercom has the experience, the enthusiasm, and the creative ideas we were looking for."