BT had launched its first campaign with creative agency, adam&eveDDB, showcasing how the telecoms giant supports businesses and gives them the confidence they need to thrive in a digital world.

BT’s ‘We’ve Got Your Back’ campaign will run across TV, TikTok, Meta, DOOH, print t and digital display.

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The campaign, directed by BAFTA-nominated director Raine Allen Miller, runs for six weeks and comes after the creative agency secured the telecoms giants’ B2B account last month.

BT, Brand and Marketing Director, Helen Whetton, said: “BT is the UK’s sixth most valuable brand. But we’re also right at the start of a new chapter in BT’s brand story, as the flagship B2B identity for BT Group.

“We’re a heritage brand that’s got to think like a challenger, and I’m so excited for what’s ahead. Bob Hoskins famously said, “It’s good to talk” – and today more than ever, connectivity is the lifeblood of commerce.

“This campaign is all about showing businesses of all sizes and sectors that BT’s got their back: with the resilience, stability and security they can trust to help them navigate the challenges of today and the ones that will come at them tomorrow.”

Adam&eveDDB CEO, Miranda Hipwell added: “BT’s been around since 1846 and has always been driven by innovation, so it’s perfectly set up to have the back of today’s modern businesses.

“We’re delighted to share our first campaign which shines a light on the diversity and vitality of the businesses BT keeps moving through its connectivity.”