Steve Aldridge
Chief Creative Officer
ABOUT
In 2019 BT Sport’s marketing budgets we cut dramatically. The days of big TV budgets were gone. There was a renewed focus to do more with less.
The 2019/20 season was about the begin. Our brief was to maintain the previous years’ performance with a fraction of the budget.
We couldn’t just advertise. So, we set out to weave BT Sport into football culture and conversation.
Together with BT Sport, we united the biggest minds in data, Google Cloud, Opta and Squawka, to do the unthinkable. Write the script for the entire 2019/20 season using Artificial Intelligence.
To create a dossier that would ignite a global debate like nothing the football community had seen before.
Not only did we match the previous years’ results, we smashed them.
Delivering 30% more BT Sport subscriptions than 2018/19, with a fraction of the 2018/19 budget.
MADEIT CREDITS
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BT SportClient
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Andy LaneManaging Partner -
Cathy MearsProject Manager -
Colin SmithDesigner -
Greg NichollsProducer -
Joe McglynnBusiness Director -
Jonah WerthFilm Producer -
Lucas PeonExecutive Creative Director -
Marcus ReynoldsHead Of Strategy -
Matt StewardChief Client Officer -
Natalie WilsonSenior Account Manager -
Phil WatsonBusiness Director -
Richard MorganCreative Director -
Sara BlackettProducer -
Steve HedgeProject Manager -
Wunderman Thompson -
Creative Circle, Creative Foundation & The UK Creative FestivalAwards Body -
Steve AldridgeChief Creative Officer -
Christopher McKeeCreative Director
