By Cameron Clarke

EE and BT’s first joint ad campaign since their merger presents a “win-win” for both brands but should not be mistaken as a new strategy of cross-marketing each other’s products, according to EE’s brand director Peter Jeavons.

Pairing EE’s long-time ambassador Kevin Bacon alongside BT Sport’s Rio Ferdinand, the campaign aims to entice new mobile customers and, potentially, future pay TV subscribers by offering those signed up to the mobile network free access to the BT Sport app for six months.

But while it may leverage BT’s desirable Premier League and Champions League football rights, and be jointly fronted by Read full story ›

Source: The Drum