BRANDING NEWS: BT Business changes tact to reach SMEs
BT Business has changed its advertising strategy to offer a more ‘human face’ to its SME market.
The new creative includes hand-written fonts and illustrations with the aim of moving away from traditional business creative. The campaign, produced by advertising agency Now, included national and trade press adverts as well as online during November and December.
Nick Ratcliffe, marketing director, BT Business, said, “With this new advertising campaign, we wanted to clearly reinforce who we are and what we do. Instead of just talking about technology this new campaign demonstrates how IT and communications solutions can solve the human problems in the workplace.”