BBC Worldwide, the commercial arm of the BBC, is talking to
advertising agencies about a major international project to promote its
properties, which include Teletubbies and Good Food magazine.
The review is run by BBC Worldwide’s Global Marketing Brand Development
division (GMBD), which was set up in 1997 to co-ordinate the activities
of its divisions. These include international television; international
publishing; Children’s; Sports, Motoring and Entertainment Group; and
Lifestyle, which includes properties such as Good Food.
GMBD, which is headed by the director, Jeff Taylor, is seeking an agency
to market BBC brands more effectively across a range of media in
overseas markets. It will be the first time it has appointed an
A number of agencies have been approached, although talks are at an
A shortlist is expected to be drawn up by April.
A BBC spokeswoman confirmed the review: ’We’re looking at marketing our
global brands internationally and making sure they are managed properly,
whether that is by means of things such as advertising or sponsorship
She added: ’The review is not across everything we own internationally,
but only some of the properties. It is too early to say which properties
BBC Worldwide has been set the target of quadrupling its revenues to
pounds 200 million by 2006.
It also faces increased competition from more marketing driven companies
such as Channel 4, which has succeeded in stretching its brand into its
subscription film channel, FilmFour, and it is producing merchandising
around successful properties such as the interior design series,