Hardcore TV licence evaders will be the targets of a new
advertising onslaught following the appointment of the Abbott Mead
Vickers group to spearhead the crackdown.
The group was appointed to handle above- and below-the-line work on the
£9 million account after one of the most prolonged and complex
pitches of recent times.
It takes on the assignment through its partnership with Capita, which
successfully bid to provide contact centres and field operations.
The decision means that AMV will produce above-the-line work while its
associate companies, Proximity and Fishburn Hedges, handle direct
marketing and PR respectively. PHD has been re-appointed to handle media
The win is the biggest ever for AMV group companies working together in
a simultaneous pitch. The WPP group and TBWA/London, the incumbent, also
BBC chiefs believe that even a small percentage increase in the number
of TV licence payers can make a big difference in the amount of revenue
But a source warned: "When you're having to communicate with hardcore
evaders the creative work has got to be spot-on."
Zarin Patel, the head of revenue management for BBC TV Licensing, cited
"the ability to be innovative and to work in partnership with the BBC"
as the reason for appointing AMV and Capita.
The decision was the culmination of a huge procurement exercise
stretching back to May last year. So many agency staffers were involved
in the initial briefing that a BBC theatre at Broadcasting House was
unable to hold them all.