BMP DDB has won the &£11m creative account for UKTV, the commercial venture between BBC Worldwide and Flextech Telewest, after the first part of a two-stage pitch.
Banks Hoggins O’Shea/FCB and BBC roster agency Duckworth Finn Grubb Waters also took part in the pitch for the business. The review was handled by the AAR.
BMP was picked after presenting its strategic thinking on consumer research, conducted by UKTV, into the homes and gardens channel UK Style. The second stage was abandoned.
The pitch was called after UKTV split from Delaney Lund Knox Warren, which handled UK Gold, UK Horizon, UK Drama and UK Style, in December last year. In addition to these channels, BMP will also be responsible for UK Gold 2, but the agency will not work on UK Play, which is handled by Bds Beechwood.
UKTV marketing director Julia Weston says: “BMP understood our brand and had an immediate grasp of our needs. It has a clear understanding of our target market and our desire to develop the brand beyond television.”
BMP will first work on creative executions for UK Style which, according to UKTV, recorded its highest audience figure of 6.2 million in January.
UKTV has established a loyalty club for viewers and is launching a UK Style website later this year. It is also considering other brand extensions including a magazine.