The BBC is reviewing its advertising agency relationships as it
prepares for record levels of promotional spend this year.
Andy Duncan, the BBC's director of marketing and communication, is to
allocate whole areas of its advertising business to roster agencies on a
permanent basis to ensure greater consistency in approach.
Duckworth Finn Grubb Waters will start 2002's huge marketing drive with
a campaign for its digital children's channels CBBC and Cbeebies.
Duncan will also appoint one of its roster agencies - Fallon, Abbott
Mead Vickers BBDO or DFGW - to develop campaigns for digital arts and
culture channel BBC Four, digital radio channels, and each of its
programme categories such as news and sport.
The main thrust of the BBC's marketing activity this year will be the
launch of eight digital TV and radio services, which includes black
urban radio station Network X and Five Live Sports Extra. It also
potentially includes the digital youth TV channel BBC Three, which still
awaits government approval.
The government is insisting, as part of its conditions for awarding the
BBC digital licences, that the corporation backs its own digital
programme promotion with advice to consumers on how to access digital
broadcasting.
Duncan says the record levels of promotional spend will come out of
programme production budgets.
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