Bozell wins BBC brief for Proms

Delaney Fletcher Bozell has won a place on the roster of BBC advertising agencies with a brief to promote the corporation’s “landmark” live music events, principally The Proms.

Delaney Fletcher will work on a co-ordinated programme of on-air trails and off air advertising for The Proms and its associated live event, Proms in the Park. Huge screens are set up in Hyde Park to relay the Last Night of the Proms in the Albert Hall to crowds of music-lovers.

The BBC is also planning to hold a week-long event, called “Music Live”, in a city centre next year. Concerts and performances – varying from easy listening to classical to dance music at a nightclub – are to be broadcast on Radio 1, 2 and 3. Last year, the BBC held the event in Birmingham, but is yet to reveal where it will be staged next year.

In 1997, off-air advertising for these live events included poster campaigns. On-air, TV trailers will be handled by the BBC’s Broadcasting & Presentation unit.

Sophie McLaughlin, acting head of marketing for network radio, says: “These are big events we feel only the BBC can do. Delaney Fletcher was appointed because the promotional activity needs co-ordination.”

She says this is the first time Delaney Fletcher has been on the BBC roster, where it joins Leagas Delaney, St Luke’s, Ammirati Puris Lintas and Lambie Nairn.

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