BIB shortlists three to start 10m branding campaign

British Interactive Broadcasting (BIB) has shortlisted three design agencies to create a new name for the operation, in a move which forms the first part of the company’s 10m brand-building campaign.

BIB, a consortium of four companies – BSkyB, BT, Midland Bank and Japanese electronics giant Matsushita – will launch a range of branded 24-hour TV shopping channels.

BIB marketing director Chris Townsend will not identify the agencies but says part of the brief is to construct a brand strategy and a new name for the organisation.

“BIB is just a name for our holding company. We need to get a name the consumer can identify with,” says Townsend.

The BIB system will allow customers to see goods demonstrated and then go online and buy directly off screen. The system will also allow customers to book holidays, play games, look for a car, or settle bills.

Townsend has also shortlisted a trio of TV design agencies to come up with an on-screen marque for the network.

The digital network expects to make a decision on both agencies by the end of next month. But Townsend will not begin his search for an advertising agency until the new year.

BIB expects to sign up to 30 deals with retailers, worth about 500,000 each, by the beginning of December. BIB will appear on the revamped BSkyB digital platform next spring. The first digital retail channels are expected to go on air in October 1998.

News Analysis, page 22

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