BBC Worldwide plans global push

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.

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

advertising agency.



A number of agencies have been approached, although talks are at an

early stage.



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

opportunities.’



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

they are.’



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,

Changing Rooms.



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