The UK’s leading provider of fixed and mobile telecommunications has kicked off a new brand platform that showcases the range of businesses it supports in a digital world.

The integrated campaign and brand platform, "We’ve Got Your Back,"  is from adam&eveDDB.

This is the agency's first work since winning the B2B account in February 2023.

Miranda Hipwell, Chief Executive Officer at adam&eveDDB, said the shop's first work "shines a light on the diversity and vitality of the businesses BT keeps moving through its connectivity."

The campaign celebrates BT as a partner rather than a supplier, providing a critical digital foundation for businesses — whether new, entrepreneurial efforts or corporate giants. (BT is now the British Telecommunications Group flagship B2B brand.)

Running across TV, Meta, TikTok, digital out-of-home, print and digital display, the work is available through mid-April. The TV ad is directed by Raine Allen Miller, whose directorial debut, "Rye Lane," earned a nomination for Outstanding British Film at the 2024 BAFTAs.

Commenting on the work, Helen Whetton, brand and marketing director at BT, said: “We’re a heritage brand that’s got to think like a challenger.”