The agency has been briefed to plan an international ad campaign for the services, promoting the news output on television and radio. The BBC talked to incumbent Curio and Duckworth Finn Grubb Waters before appointing WARL to the account.
BBC World is the BBC's 24-hour international news and information TV channel, while BBC World Service broadcasts to a global radio audience of 150m, and receives 75m page impressions on its website every month.
It is the third time the two services have been promoted in a joint advertising campaign. The campaign comes ahead of the recent announcement that the two will soon form a new BBC global news division. However, their identities will remain separate.
Jane Clancey, head of marketing at BBC World, said: "We have two truly global brands with unique reputations and are confident that WARL will play a significant role in further communicating the benefits of our output."
MediaEdge:CIA, part of the WPP Group, will handle the media planning and buying for the campaign, set to launch later this year.
Marcus Willox, chief executive of the WARL Group, said: "It is a rare day to be appointed by a brand that touches the lives of people in more than 200 countries, a planning challenge that will use our considerable experience of international media to the full."
Last week, the BBC World Service announced that BBC News Online users will now have the choice of separate editions, with international users having the choice of accessing a new world edition, starting yesterday July 23 at BBCNews.com.
WARL (Willox Ambler Rodford Law) was formed in December 1998 from the merger of Willox Holmes Law and Ambler Rodford Advertising, two independent agencies of 10 year's standing. As a combined agency, WARL now has 35 staff and billings in excess of £30m.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
