Beeb.com, the BBC's commercial online arm, is looking for a direct
marketing agency as it aims to build its commercial potential.
The service already has more than 100 online retail partners, including
Amazon and Marks & Spencer, and wants to appoint an agency to build
relationships with customers ahead of the key Christmas sales
Regan Hook, Beeb.com's marketing director, has been talking to four
agencies about the brief and a pitch is expected to take place soon.
This coincides with the news that Beeb.com is to redesign its site later
Last year Beeb.com spent £7 million on a TV advertising campaign
through PHD and Michaelides & Bednash in an attempt to establish itself
with customers as a shopping brand. The appointment of a direct
marketing agency will see Beeb.com focus more on relationship marketing,
using the web and mobiles.
Hook said: "We are looking for an agency at the moment ahead of what we
are doing at Christmas. We hope to capitalise on seasonal issues."
Beeb.com launched in 1997 as an entertainment content site based around
key BBC properties such as Top of the Pops, Holiday, Good Homes and Top
Gear. Its main area of revenue was from banner as. It has since moved to
a sales-based model selling games, mobile phones and cars.
Reports suggested that the BBC had considered selling Beeb.com as part
of the BBC Worldwide division, but there are no plans to do so.
- Spotlight, p16.