BT Group’s dedicated ‘Business’ unit has selected Craft Media as its new comms strategy agency at the conclusion of a competitive pitch process.

The move will see the London-based agency take up the newly-created role within the BT agency roster, joining the likes of Adam&EveDDB (creative) and EssenceMediacomX (media), as well as Dentsu Creative and Man Bites Dog.

Craft Media will now be tasked with helping the telecom giant generate briefs for its retained agencies, alongside which strategy to use before the agencies are entrusted with campaign execution.

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Calling the appointment “super exciting”, Craft Media London co-founder, Jenny Jones added that it BT’s decision illustrated how ““comms strategy can drive significant business growth and is worth the investment”.

Currently, Dentsu Creative oversees social media for BT’s paid channels, Man Bites Dog handled integrated thought leadership. Formed in April last year, BT Business provides services to businesses internationally, whilst EE is purely focused on consumer needs.

BT global brand and marketing director, Helen Whetton added: “Expanding our roster will see us work together with new and existing partners to build on our brand heritage, think like a challenger and, ultimately, show businesses of all sizes that BT’s got their back.”