BT is one of the world’s leading communications services companies, serving customers across 180 countries worldwide. At the time of this pitch, the value of the BT brand family (BT, EE and Plusnet) exceeded $25 billion; equal to 40% of its market capitalisation.  Data and insight led to the conclusion that BT needed to create a refreshed brand positioning that could be used by all parts of the company, globally. The BT brand had many strengths, such as reliability and heritage - but also weaknesses, particularly in the UK. Often perceived as old fashioned, lagging behind with a lack of currency in the consumer market, slow and cumbersome in the Business world, also, young people did not relate to BT in both the Consumer and Business markets. A brand refresh was created by a partner agency. We worked with AMV BBDO, an external PR partner and BT’s C-Suite, to deliver a 6-month comms plan that also created deep engagement for all BT employees., exciting and inspiring them with the new ‘Be There’ positioning and activating it across the business.