This division of BT supplies voice and data services to telco providers, ISPs, network operators and other parts of BT such as BT Retail.

With dwindling revenues from traditional core businesses BT Wholesale needed messaging to convey the innovation that is intrinsic to their competitive offering. Communicating this is difficult for a wholesale business especially within the regulatory confines under which it operates.

We wanted to get the value message out to a range of audiences that had a closed or prejudiced view of BT – and especially of the Wholesale division.

Explaining the company’s offering to its 1500 staff was the first step in demystifying their value to customers.

The 1st Objective approach presented BT Wholesale as a fertile environment where partnership for new innovation could happen, develop and move towards marketable new products.