BBC splits tasks among agencies

The BBC has allocated responsibilities for individual TV channels, radio stations and genres to its rostered advertising agencies so that they can build relationships with the relevant parts of the BBC.

Abbott Mead Vickers.BBDO takes the strategic lead on TV generally and more specifically is responsible for strategy and creative work for BBC1, news, the licence fee, world service and strategy for BBC2.

DFGW takes the strategic lead on children and sport and, more specifically, has the strategy and creative lead for children’s channels CBBC and Cbeebies, Digital, BBC Sport, the Proms and BBC Radio 3, as well as responsibility for strategy at BBC Radio 4 and the Network Z.

Fallon takes the strategic lead on youth and radio and music, and has specific responsibility for strategy and creative work for BBC Radio 1, Network X, BBC3 and strategy for BBC Radio 2 and Network Y.

BBC marketing and communications director Andy Duncan, who began the review last year (MW June 14, 2001), says: “The hope is that the agencies can keep the accounts for years and build up a partnership with the corresponding part of the BBC, rather than chop and change responsibilities as it has done in the past.”

He adds that this will remove any “sense of competition” among the agencies, which will pave the way for them to work together on general BBC issues such as branding and the promotion of the take-up of digital services.

The agency review follows Government approval for BBC Broadcast, which is being created out of Broadcasting and Presentation and will operate as a wholly owned commercial subsidiary of the BBC from April 2.

BBC Broadcast will provide production for TV trailers and lead creative development on appointment to view TV trailers. It will also have the creative lead for landmark factual programmes, live music events, the Golden Jubilee, BBC i, Children in Need, Comic Relief and local radio.

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