BT shifts marketing strategy from ‘celebrities and hyperbole’ to building trust

BT has launched a new campaign that has “trust” at its heart instead of “celebrities and hyperbole” as it looks to reconnect with consumers.
The brand has faced a lot of negative press over the past year. In June, Ofcom revealed that BT topped a list of the broadband providers generating the most complaints, averaging 34 complaints per 100,000 subscribers. It was followed by TalkTalk, then BT-owned Plusnet and EE.
Meanwhile, BT’s profits fell more than 40% in the fi