Warc2y
BT Cellnet - How broadcast sponsorship of Big Brother 2 became a business partnership and consumer brand experience
BT Cellnet's sponsorship of Big Brother 2 was conceived and developed as a business partnership, not simply a broadcast sponsorship. As well as featuring in sponsorship idents around the programme ...
Warc1y
O2 - it only works if it all works: how troubled BT Cellnet was transformed into thriving O2
O2 is the story of a corporate transformation. In April 2002, BT Cellnet was a troubled business, losing ground consistently to competitors. A month later it was reborn as O2: a vibrant, modern brand ...