The BBC has appointed Rainey Kelly Campbell Roalfe/Y&R and Fallon to its £20m creative roster. The two agencies were picked following a final three-way shootout against WCRS, with DDB London eliminated at an earlier stage.
Fallon was the only incumbent to be listed on the four-strong pitch list. Abbott Mead Vickers.BBDO and DFGW were knocked out in September (MW September 24).
The broadcaster called the statutory review in August 2005, which was overseen by BBC director of marketing Tim Davie. The AAR assisted the process, which is part of a formal review of the BBC’s advertising roster. It was required to meet the BBC’s fair trading responsibilities but had been delayed for almost a year because of departmental changes (MW January 12).
The roster agencies will provide strategic support and creative campaigns for the BBC’s key content and services from January 1, 2007.
The corporation briefed the pitching agencies with three separate tasks: an overarching branding brief to influence public perception, and to increase viewing figures for flagship soap EastEnders and the BBC news.
Fallon is currently the strategic agency for the BBC’s youth brands and its radio and music channels. DFGW was the strategic and creative lead agency for its children’s and sports output, and AMV.BBDO will continue to work on the BBC2 idents, BBC Worldwide and licensing.
Earlier this month, the BBC formally opened its pitch process for the long-awaited review of its media business, as reported on www.marketingweek.co.uk.