DFGW will work on TV, press, poster, radio and online creative for the launch, with a brief to emphasise the BBC's wealth of talent. The agency will have help from its fellow roster agency Abbott Mead Vickers BBDO on some strategic and creative work, with BBC Broadcast handling production.
The AMV sister agency Proximity will handle the below-the-line launch.
The marketing and communications director of the BBC, Andy Duncan, oversaw the pitch and pledged the largest-ever marketing spend for the launch of Freeview. The campaign will be integrated into advertising for all the BBC's channels, including BBC3, a new digital channel this week given the go-ahead by the culture secretary, Tessa Jowell.
AMV's work for BBC news and BBC2 will incorporate the digital campaign, as will DFGW's activity for CBBC, Cbeebies and BBC Talent. Fallon's work for BBC3 and BBC Choice will also refer to Freeview.
Media planning and buying for the launch of Freeview, excluding BBC airtime, will be handled by PHD, which retained the corporation's £20 million off-air media account after a pitch against Zenith Media and Optimedia earlier this year.
DFGW is working towards launching Freeview in late October, despite reports suggesting the line-up of channels available on the platform has yet to be finalised.