Maja Pawinska Sims 01 Mar 2021 // 3:13PM GMT
LONDON — Telecommunications giant BT has added two new agencies to its roster, bringing The Academy and CCgroup on board to support its consumer brands, including BT, mobile network EE, its BT Sport pay TV channels and internet service provider Plusnet.
The Academy is tasked with driving awareness, consideration and interest in BT’s consumer brands, services and products, described by Mat Sears, BT’s director of corporate affairs, consumer, as “a huge brief.”
Agency co-founder and CEO Mitchell Kaye said: “When Dan and I set up The Academy, it was always our ambition to work with the best brands in the world. We are really proud of the client list we have, and adding BT is a big moment for the agency. They are world class, iconic, ambitious, and we can’t wait to help play our part in their future.”
In addition, CCgroup – which Sears said he had “always admired from afar” – has been tasked with propelling EE’s mobile network leadership credentials, including 5G, and BT’s network innovation agenda to a core group of tech influencers and network commentators.
CCgroup’s brief includes developing a strategic communications plan encompassing all EE network developments and investments, with ongoing activity such as the creation and promotion of network-specific news, thought leadership, influencer relations and leveraging industry events and awards.
Paul Nolan, COO and head of mobile and telecoms at CCgroup – PRovoke’s EMEA technology agency of the year for 2020 – said: “To say that we are thrilled by the prospect of working with BT would be something of an understatement. We have a long and proud history of representing companies across all areas of the mobile and telecoms ecosystem. To work with such a prestigious global brand in BT is a notable moment in the development of CCgroup.”
Sears told PRovoke: “After an extraordinary year, and with a new plan and strategy ahead of us to drive brand warmth and get more cut through in our products and services, like convergence, I decided to make some changes to our consumer agency roster across BT, BT Sport, EE and Plusnet. Both are new to BT, but really stood out to me as two agencies with great knowledge and experience combined with incredible talent and leadership.
“For me it’s part of an initiative to make sure we’re always working with the best partners across corporate affairs agencies, who can challenge us, and make us better while bringing something different and compelling.”
BT is continuing its existing agency relationships with M&C Saatchi Talk (EE brand and sponsorship), Nelson Bostock (press office and EE products and services) and Pitch (BT Sport), and Sears said there were no plans to make further changes.