Dentsu Creative Appointed Lead Social Agency for BT Business

Dentsu Creative has been named the lead social agency for BT Business, following a competitive tender process that sees BT appoint three new B2B agency partners. This strategic move supports BT's mission to establish its flagship business brand as a global leader, building on its heritage and demonstrating its commitment to businesses of all sizes.

Dentsu Creative’s appointment is a key component of BT’s enhanced agency ecosystem, which aims to usher the brand into a new era. The agency will be responsible for BT Business's social media presence across all owned channels and communities. Their remit includes the development of a comprehensive social strategy, creative concepting, community development and management, social content creation, performance monitoring, and the implementation of a B2B influencer strategy.

“We are thrilled to have been selected as BT Business’s lead social agency,” said Julie Chadwick managing director Dentsu Creative UK. “BT Business is an iconic and trusted brand, with a clear mission to support businesses. Our role will be to activate this mission in innovative ways across social platforms, building influence and fostering community across the entire range of business audiences. We are excited to be part of a new cross-agency team that will help drive BT’s brand into the future.”

The appointment of Dentsu Creative reflects BT’s recognition of the need for brands to be built through communities, conversations, and experiences. The agency’s forward-thinking approach and deep understanding of social behaviours and engagement make it the ideal partner for BT Business as it embarks on this next chapter.

BT Business, launched on April 1, 2023, now serves as the flagship B2B brand for BT Group, supporting over one million businesses across 180 countries. The agency roster expansion also includes Craft Media London, which will handle central business communications strategy, and Man Bites Dog, tasked with integrated thought leadership.

Helen Whetton, global brand and marketing director for BT, said, “BT is the UK’s sixth most valuable brand. It’s also now the flagship business brand for BT Group – and we’re proud to bring together the marketing industry’s very best strategists and creatives to help us write this next chapter of BT’s brand story. 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.” 

Dentsu Creative’s role will include leading the development of a new end-to-end social approach, bringing organic and paid social strategies closer together. Strategic partnerships and influencer collaborations will also play a crucial role in amplifying BT Business’s reach and impact across key campaigns.

The new agencies will collaborate closely with BT’s existing B2B creative and media partners, including adam&eveDDB, EssenceMediacomX, and Eleven Miles, ensuring a cohesive and impactful brand strategy.