Cold Eye has beaten Leagas Delaney and TBWA GGT Simons Palmer to the £1.5m BBC Worldwide account for the launch of two cookery books by Gary Rhodes and Delia Smith. The pre-Christmas advertising blitz will comprise press and bus-side poster advertising for the second volume in Delia Smith’s How To Cook series, which goes back to the basics of how to prepare food. It also includes press advertising to promote Gary Rhodes’ new book, called New British Classics. New PhD will handle media buying. Jacqueline Berryman, marketing manager for books and videos in the lifestyle division of BBC Worldwide, says the appointment of an external creative agency is a significant change in strategy. She adds: “We are investing big budgets in an advertising agency for the first time and pushing the marketing of our books. The UK book industry still has great potential, despite increasing competition from other forms of entertainment.” The first TV series of Smith’s How To Cook was widely acclaimed and the accompanying book topped the best-seller lists last Christmas. The second series will be screened in January. Rhodes’ latest book is the first in an exclusive three-part deal he has signed with BBC Worldwide. Stuart Woodington, a partner at Cold Eye, says: “Rhodes’ marketing has become too clichÃ©d. The advertising for his book will emphasise his credentials as a chef with a serious passion for raising the reputation of British cuisine.”
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