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.