BT Group's Broadband Future with CRM: BT Superiority

Client: BT Group

BT Group (BTG) is comprised of BT, EE and Plusnet, each with millions of customers and multiple advertising campaigns running concurrently. With millions of advertising spend pounds at risk of being wasted on clashing messages, BTG needs to be laser focused on how it speaks to its audiences.

With 2 upcoming broadband campaigns launching for BT & EE at the same exact time, EssenceMediacom created an audience strategy that utilised first party CRM data and technology to effectively clash-manage messages, unlock a new addressable channel, drive campaign efficiencies and support BTG’s short- and long-term business ambitions.