BBC
pioneers new way of working with roster agencies
For
this autumn's major BBC Digital campaign, including the launch of
the new digital terrestrial television service Freeview, the BBC
is pioneering a new way to work with its roster agencies to get
the best out of cross-fertilisation between the agency teams.
DFGW
will lead on the BBC Digital campaign for launch, with AMV providing
some strategic and creative development work. BBC Broadcast will
handle production.
All
the roster agencies will integrate the Digital campaign with their
work: AMV on BBC News and BBC TWO; DFGW on CBBC and CBeebies; and
Fallons on BBC Choice and the launch strategy for BBC THREE.
AMV's
direct marketing agency Proximity will support the below-the-line
work on BBC Digital.
Andy
Duncan, Director of Marketing & Communications, BBC, explains:
"With this new model we can maximise synergy in strategy and
creative development. I believe this collaborative way of working
is a major step forward in our creative work with our agencies."
Notes
to Editors
BBC
and Crown Castle name "Freeview"
BBC
and Crown Castle to champion digital for everyone
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