Cake will remain on BT’s roster for ad-hoc project briefs, but sees its work for the group’s broadband push grind to a halt nearly a year after the agency was first hired.
BT consumer head of PR Damian Peachey said the decision to slash Cake from the broadband brief followed a shift in strategic direction.
‘Last year it was about raising public awareness of broadband and making a lot of noise about BT Broadband, but this year it’s going to be more about drilling down to relevant audiences,’ Peachey said.
‘It’s not the noise we’re interested in this year, but a more grassroots campaign, and we felt that wasn’t Cake’s bag.’
BT is not set to pitch for a replacement for Cake, Instead, it will hand the consumer brief to the remaining agencies rostered for broadband, which include Hill & Knowlton, Lewis division Octane, Fishburn Hedges, Kazoo Communications and Band & Brown’s iJack.
Cake won the broadband remit initially as a short-term project last summer (PRWeek, 12 July 2002). MD Darren Thomas said the agency was hoping to work on more projects for BT going forward.