The BBC has indicated it is to cut its £80 million marketing budget in a move that will impact on its roster of advertising and marketing agencies.
The corporation has confirmed that it is looking at up to another 5% cut for its marketing, communications and audiences budget.
This could impact on outdoor campaigns, on-air promotions and commissioned research, among other activity.
High profile marketing campaigns are currently running for the BBCiPlayer and the BBC1 action drama Ashes To Ashes (pictured).
However, a BBC spokesperson says that it does not intend to fill airtime with “cheap-looking trails” and that the corporation will carefully consider where its budgets are tightened. It is thought that the BBC is retrenching from cinema advertising, for instance, for now.
BBC director general Mark Thompson says: “”No organisation is immune from the financial crisis so we are scrutinising all of our spending. Whilst it’s important we do communicate and explain the services we offer, we have already reduced spend on MC&A and we do intend to go significantly further still in cutting costs.”
The broadcaster recently appointed Sharon Baylay director of marketing, communications and audiences, Baylay is a former general manager of Microsoft’s online services division. Advertising agencies working with the BBC include Fallon and Rainey Kelly Campbell Roalfe/Y&R.