BT Group is launching a new platform for its BT brand, celebrating the range of businesses it supports and the confidence it gives them to thrive in a digital world.

The integrated campaign and brand platform, ‘We’ve Got Your Back’, is adam&eveDDB’s inaugural piece of work since winning BT Group’s B2B brief in February 2023. It showcases BT’s support for every type of business, from the person just starting out at their kitchen table, to major multi-nationals and critical public services. Recognising that today, every business is a digital business, the campaign celebrates BT as a partner rather than a supplier, providing the rock-solid digital foundation businesses need to succeed and prepare themselves for whatever comes next. 

‘We’ve Got Your Back’ marks the first brand campaign from BT since the launch of EE as BT Group’s primary consumer brand. It boldly states BT’s expertise, knowledge and value in the world of business, as a trusted partner underpinning the digital economy. BT is now BT Group’s flagship B2B brand.

The fully integrated campaign is running across TV, Meta, TikTok, DOOH, print and digital display and is a celebration of BT’s customers – showing them thriving in business with the confidence that with its reliable connectivity, BT has got their back. 

The work launches on 8th March for six weeks. The TV ad is directed by acclaimed director Raine Allen Miller, whose directorial debut, Rye Lane, was recently nominated for Outstanding British Film at the 2024 BAFTAs. 

Find out more on adam&eveDDB.