BBC Worldwide plumps for ZenithOptimedia

BBC Worldwide, the commercial arm of the BBC, has appointed ZenithOptimedia as its sole global media agency to handle media planning and buying for the UK and international markets.

Top Gear

ZenithOptimedia will help deliver media campaigns around BBC Worldwide’s key brands such as Top Gear, BBC America, BBC Knowledge, Planet Earth and Doctor Who.

BBC Worldwide says that the decision was made as it is pursuing a strategy to reduce its volume of suppliers. Its media planning and buying roster included Media Planning Group and PHD. The latter dropped out of the pitch in September and ZenithOptimedia is thought to have bested Maxus and Mediaedge:cia in the final rounds.

Director of marketing for BBC Worldwide Helen Kellie says: “Through this partnership we aim to focus on building greater awareness, presence and revenues for the BBC and our unique portfolio of brands around the world.”

BBC Worldwide has come under fire from MPs this year for the impact of its activities on commercial rivals, in particular its purchase of a majority stake in Lonely Planet and its monthly branded travel magazine.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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