Creative agency Adam&EveDDB has developed a new brand platform for BT Group, celebrating how the firm supports business and helps them succeed in the digital sphere.
‘We’ve Got Your Back’ marks the London shop’s first work for BT Group since securing its B2B account last month. The creative is centred around how the telecoms giant can help support a wide range of different businesses.
Running across across TV, Meta, TikTok, digital out-of-home, print and digital display, the campaign will celebrate the firm as a partner to UK business, showing how it can help provide confidence to its customers through reliable connectivity.
“BT is the UK’s sixth most valuable brand. But we’re also right at the start of a new chapter in our brand story, as the flagship B2B identity for BT Group. We’re a heritage brand that’s got to think like a challenger, and I’m so excited for what’s ahead. Bob Hoskins famously said, “it’s good to talk” – and today more than ever, connectivity is the lifeblood of commerce,” said brand and marketing director, Helen Whetton.
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“This campaign is all about showing businesses of all sizes and sectors that BT’s got their back: with the resilience, stability and security they can trust to help them navigate the challenges of today, and the ones that will come at them tomorrow.”
Launching 8 March, the campaign will run for the next six weeks and was directed by BAFTA-nominated director Raine Allen Miller.
Adam&EveDDB CEO, Miranda Hipwell added: “BT’s been around since 1846 and has always been driven by innovation, so it’s perfectly set up to have the back of today’s modern businesses.
“We’re delighted to share our first campaign which shines a light on the diversity and vitality of the businesses BT keeps moving through its connectivity.”
