MARKETING MIX: Persuaders persuaded

If BT are still searching for a permanent replacement for Bob Hoskins, they could always audition Andy Law. The St Luke’s ad agency chairman actually reads direct marketing missives and professes himself very impressed with the stuff he’s been receiving from BT.

If BT are still searching for a permanent replacement for Bob Hoskins,

they could always audition Andy Law. The St Luke’s ad agency chairman

actually reads direct marketing missives and professes himself very

impressed with the stuff he’s been receiving from BT.



In fact, he can hardly wait for November 8 when, he assures us, BT is

launching two new services.



‘I like the sound of the automatic redial on engaged numbers and the

domestic conference call. With things such as Caller Display and 1471,

the phone has turned from a rude, interrupting instrument into an

intelligent machine that allows me to talk to who I want, when I want,’

he says.



‘There’s been a real technology step change - and, nice as it would be

to credit the television advertising, I-have been made aware of it

purely through BT’s own direct marketing.’



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