High tech marketing consultancy Anderson Baillie have been appointed by BT to manage the marketing requirements for Azure a new ‘spin out’ company from BT Exact.

Engaged on a managed services basis, Anderson Baillie have been contracted for 12 months to manage the traditional marketing functions for the new company from strategic planning, brand development and product marketing through to all aspects of marcomms delivery.

Using Anderson Baillie’s Business Growth method, the Account Team audited the situation and market opportunity of the 4 existing BT business units that were to come together to form the new company.

Following the initial business strategy modelling phase, the new brand ‘Azure’ was developed to address the requirements of customers, prospects, partners, stakeholders and internal employees.

In selecting Anderson Baillie, Ed Prothero Sales & Marketing Director of BT Azure commented,

"We had a requirement to outsource the marketing function of the business. Whilst the concept is novel, Anderson Baillie demonstrated their all round ability from marketing strategy to planning to implementation. We were equally impressed with their market knowledge and expertise in positioning a new solutions based company. By outsourcing the marketing function we have been able to benefit from a professional services approach to marketing. Part of our roll out strategy was to avoid the encumbrances and costs of the traditional in-house marketing function and to source a partner with the necessary skills to make them more accountable to key business performance targets".

Andrew Baillie, Managing Director, Anderson Baillie commented

"The outsourcing of the marketing function is not a new concept for us although it is still considered by many as a function which should remain within internal boundaries. But in a period where companies look to make savings yet still achieve business targets in increasingly competitive markets, the attraction of a partner that can deliver all aspects of the marketing mix on a fixed price managed services basis, can prove irresistible. The increased accountability that goes with increased responsibility assures that all efforts remain focussed on delivering results."

About Azure

Azure, www.azure-solutions.com, currently an incuband within BT Exact Technologies’ corporate incubator, Brightstar, is built on award-winning revenue assurance products and services developed by BT. Its main objective is to enable communications operators worldwide to reduce losses from malicious and unintentional revenue leakage. Backed by a deep knowledge pool and patented systems developed through many years of BT experience. Azure has been launched to enable BT to gain greater value from its investment in revenue assurance solutions by making the knowledge and tools available to other operators. Azure offers a range of revenue assurance products including; mediation management, interconnect accounting, route optimisation and fraud prevention. In addition, Azure offers consultancy, ASP and integration services.

BT Interconnect Solutions, which forms a major part of Azure’s business, won the award for the most innovative billing product in April at the World Billing Awards 2001.