Past businesses he’s worked with include Vodafone, NetJets, Google, Cisco, Dell, and Deutsche Telekom
Armand is the corporate affairs director for BT Group’s Digital unit, helping amplify the efforts of ~5,000 colleagues tasked with transforming the company, internally and to external audiences. His role spans communications, strategy and supporting the culture transformation at the organisation in order to ensure the business is successful in reshaping itself for the digital age. He joined BT Group in 2022, following 18 years at leading London agency Brands2Life, where he jointly led the technology team.
In the past, he’s worked across both B2B and B2C comms programmes, spanning corporate PR, digital marketing, social media, strategy and crisis comms, across a wide range of sectors, including telecoms, fintech, health, pharma, industrials, aviation, enterprise and consumer technology. Past businesses he’s worked with include Vodafone, NetJets, Google, Cisco, Dell, Epson, Nominet, GE, Thales and Deutsche Telekom.
He’s an immigrant to the UK, loves his family, burgers, sci-fi, progressive thinking & terrible puns, a heady mix of interests which has supported him in surprising ways as he works to drive change and transformation, in comms generally, and at BT Group specifically.
Q&A
What is your favourite campaign of the last year?
I did love the Tesco ad campaign that messed around with its brand codes in a playful way that had people angry, excited, empassioned, and stopping to talk about the brand whilst they translated the fruit/veg/food items into letters. It was a piece of creative brilliance.
Who is your communicator of the year?
Ren. Maybe I’m being a bit two thousand and late, but “Hi, Ren” was such a brilliant piece of storytelling, so heartbreaking and powerful without being contrived, so brilliantly performed. If you have a message, and even if your values align with Ren, I really hope you can’t hire him… because there’s something so pure and true about the way he tells the stories he wants to tell in the way he wants to tell them.