BMP DDB has been appointed to UKTV's pounds 11 million advertising
account, before the second round of pitches had been kicked off.
The agency beat Publicis, Banks Hoggins O'Shea/FCB and the BBC roster
agency Duckworth Finn Grubb Waters to the task after UKTV parted company
with Delaney Lund Knox Warren & Partners in December last year. Publicis
pulled out of the pitch, which was conducted through the AAR, at an
earlier date citing a heavy workload.
BMP will handle a portfolio of brands for the company including UK Gold,
UK Horizon, UK Drama and UK Style. It will also be responsible for UK
Gold 2, but UK Play will continue to be handled by Bds Beechwood. The
pounds 11 million figure will mark a significant rise in spend on the
channels, which last year were backed by pounds 4 million worth of
above-the-line advertising. The company has indicated that the activity
is part of an overall marketing spend of pounds 16 million.
BMP is said to have secured the account following a pitch which it based
on some UKTV research into UK Style, the homes and gardens channel. UKTV
is pleased with the performance of UK Style, which had an audience
figure of 6.2 million in January, and is set to roll out a website later
this year. UKTV is also considering brand extensions including a
magazine.
Jorian Murray, the client services director at BMP, said: 'We're
absolutely delighted to have the opportunity to work with the UKTV team.
There was a clear meeting of minds during the strategic pitch process
and we're now looking forward to producing some truly outstanding
creative work.'
DLKW had been appointed to the UKTV business after winning the account
following a four-way pitch for the flagship channel, UK Horizons, in
July last year.
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