BT opted for single source procurement when it decided to overhaul its music strategy in relation to marketing.
Richard Lloyd, head of identity at BT, said music and sound branding was “one of the last frontiers in marketing”. Previously at BT there was no consistent music throughout the company’s marketing, with “random library music being bought”.
Speaking at ProcureCon Marketing in London, Lloyd said 1m people contacted BT each week either on the phone or online. He said people on hold would get “Vivaldi’s Four Seasons or The Four Tops”.
“Getting to a more consistent place is really important,” he said, adding that in the past BT spent “£10m on radio adverts without an audio signature”.
To achieve consistency the company decided to work with branding agency Cord to produce 54 different audio tracks, from orchestral arrangements to jingles of a handful of notes, based on the same musical theme, with more than 200 separate uses.
BT has ownership of the 54 tracks so paying for copyright is no longer an issue. “We use it in all sorts of places. We are early in this process,” said Lloyd.
Lloyd said finding a supplier with “a process” was vital to get stakeholder buy-in for such a strategy.
“Having a partner with a process is the key to unlocking something like this,” he said.