The initiative comes less than a year after the appointment of director, marketing, communications & audiences Sharon Baylay (pictured).
She says: “This is an opportune moment to review how and what marketing delivers to the BBC and its audience. This review into marketing at the BBC supports the work being done across the Corporation as part of the Strategic Review and will ensure that we deliver a clear and compelling vision for marketing in the future.”
The broadcaster refused to comment on whether there would be any job losses resulting from the review.
It appointed Nicky Douglas as director of marketing, communications and audiences for BBC Vision last October. She most recently worked as a consultant for Turner Broadcasting and ESPN in Europe.
In April last year the BBC has indicated it planned to cut its £80 million marketing budget by up to another 5% It is also currently reviewing its advertising agency roster, which includes Fallon and Rainey Kelly Campbell Roalfe/Y&R.