BT appoints Uncommon Creative Studio to lead brand transformation

BT Group, the UK’s provider of fixed and mobile telecommunications, has appointed Uncommon Creative Studio as its new strategic and creative partner for the BT brand, following one of the most closely watched creative reviews in the industry.

The appointment marks the beginning of a major brand transformation aimed at helping BT reclaim its position at the heart of British life, while supporting its ambition to be the nation’s most trusted connector of people, business, and society.

Uncommon will develop a long-term creative platform designed to transcend advertising, fuel growth, and build cultural relevance, while also uniting colleagues across the business behind a refreshed vision of “a better BT for all of us.”

Reclaiming an Iconic British Brand

BT, part of the BT Group family alongside EE and Plusnet, remains one of the UK’s most recognized names, with millions of consumer, business, and public sector customers. But in an increasingly complex and competitive digital landscape, the brand is repositioning itself for the future.

Cilesta van Doorn, Managing Director of Group Brand, BT Group: “As the world’s oldest telco, the time is right for BT to reclaim its place as one of the UK’s most iconic brands. BT is not just the digital backbone of the nation — we’ve invested in the UK over generations — but today we face a new set of challenges in a world that’s more uncertain, complex, and demanding than ever before.

We had a responsibility to find the right partner to help us do this — one who could think beyond advertising and redefine the role BT should play in modern Britain. Uncommon’s thinking and ambition stood out from the start. Their ideas go to the heart of what BT means to our customers and our people, and we’re excited to shape this next chapter together.”

For Uncommon, one of the UK’s most celebrated independent agencies, the partnership represents an opportunity to help shape the future of a national institution.

Nils Leonard, co-founder, Uncommon Creative Studio: “Uncommon was built for moments like this. It is a huge privilege to partner with one of Britain’s most loved and important brands, and to see them recognised once again for the incredible contributions they have made to not just British culture, but to our very way of life.

This partnership with BT at the highest level will see every facet of the studio brought to bear on their behalf.”

www.bt.com

www.uncommon.studio

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