BT set up its planning division last August after terminating its contract with PHD, which had held the business for 10 years.
PHD had been put under pressure by rival telecoms client Yell to resign the BT account because of a perceived conflict. It unsuccessfully attempted to shift the business into its sister Omnicom agency Abbott Media Vickers BBDO.
BT hired two senior executives from the agency -- Stuart Bowden and Allison Grainger -- to create an in-house planning arm to work within the BT Media Team headed by Steve Huddlestone. How-ever, BT is understood to have decided to outsource the planning contract. No one at BT or Mediaedge:cia would comment.
The appointment does not affect the media buying account, which is held by Starcom, nor the advertising business held by Abbott Mead Vickers BBDO.
BT uses Zed for digital and online media buying and Posterscope as its outdoor specialist. It is believed that BT has also consolidated the planning business for these channels into Mediaedge:cia.