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.

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