BST.BDDP has won the TV Licensing account, understood to be worth up to 4m, and will run a campaign emphasising the stigma attached to licence evasion.
The size of the win depends partly on the effectiveness of the advertising, since TVL income goals are set according to licence sales and the ad strategy will be monitored on this basis.
The business was formerly held by Hall Harrison Cowley, and BST is understood to have beaten that agency as well as J Walter Thompson, SP Lintas and Bates Dorland to the business.
“BST will move our communication forward another step by focusing on the reason why TV licence evasion is socially unacceptable, in addition to being illegal,” says a BBC spokesman.
HHC campaign aimed to highlight the inevitability of being caught. The Post Office estimates that last year 1.7 million viewers did not pay their TV licence fee of 84.50.
The pitch was a three-phase process, starting with an internal review of TV licensing internal creative, followed by determination of service-level requirements and culminating in a shortlist.
TVL had hoped a selection could be made without a creative pitch, but the agencies produced such different strategies that this was not possible. The creative executions were then tested with the strategies.