The BBC has appointed DFGW to handle the advertising for its search for television’s faces of tomorrow.
The BBC roster agency will devise a campaign to highlight BBC Talent, the corporation’s quest to find presenters, producers, writers and behind-the-scenes experts.
BBC Talent, which has been running since 2000, will form one of the broadcaster’s top priorities for next year as well as the promotion of the free-to-air digital terrestrial television (DTT) platform.
DFGW and fellow roster agency Abbott Mead Vickers.BBDO have been asked to develop their own strategic and creative ideas for DTT following a pitch last week against Fallon and BBC Broadcast Services.
It is understood the BBC will choose between the two agencies’ ideas at a later date.
BBC marketing and communications director Andy Duncan has pledged that DTT will provide the focus of the corporation’s “biggest marketing campaign”. Earlier this month the BBC, Crown Castle and BSkyB consortium won the licence to run the DTT platform following the collapse of ITV Digital.
The DTT campaign will be used to back the launch of a portfolio of 29 free-to-air channels on DTT in the autumn including Sky News, a new entertainment channel and a new history channel from UKTV. It will incorporate on-air trailers on the BBC’s own TV channels and radio stations as well as exposure through its magazines and online interests. The BBC will also use its permanent portfolio of poster sites located throughout the UK.