BBC cutbacks to hit ad agencies

BBC marketing and communications director Matthew Bannister will cut the number of advertising campaigns as well as jobs as a result of the BBC’s restructure.

In his contribution to director-general Greg Dyke’s One BBC Review, Bannister says the BBC will produce fewer – but bigger and better – advertising campaigns.

It is not known how the changes will affect the BBC’s roster of ad agencies. The corporation will review its roster, which includes Leagas Delaney, Fallon McElligott, J

Walter Thompson, Circus, McCann-Erickson Belfast and Faulds Advertising (MW April 13).

The changes to advertising policy will help save &£18m – 25 per cent of the marketing and communications directorate’s &£73m budget – over three years as first revealed in Marketing Week (June 29).

Insiders suggest at least 60 jobs could be lost from the marketing and communications department’s 450 staff as a consequence of the cuts.

Bannister is attempting to establish a single, cross-departmental marketing strategy for the BBC, implemented by heads of strategic marketing who will work with the BBC divisions.

Teams of marketers will work across departments and focus on “wider BBC goals” rather than individual services or divisions, working closely with the strategy directorate. The same person may cover both marketing and strategy.

A new team is to be set up within the directorate to improve “performance with younger audiences”. This integrated marketing, publicity and communications team will be a test-bed for marketing along attitudinal rather than divisional lines.

The structural changes within the marketing and communications directorate will be in place by October, according to a BBC spokeswoman.

The BBC plans to save an overall &£750m over six years – some of it raised from 1,100 job losses over three years – which will be ploughed into programme making.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here