NEWS: Saatchi nets Proms awareness task for BBC Radio Network

Saatchi and Saatchi has snapped up the prestigious Proms account for BBC Network Radio after a three-way competitive pitch against Leagas Delaney and St Luke’s.

Saatchi and Saatchi has snapped up the prestigious Proms account for BBC

Network Radio after a three-way competitive pitch against Leagas

Delaney and St Luke’s.



The agency already handles the main BBC Radio 3 account, but this is the

first time the Proms business has been put out to a separate creative

pitch.



Previously, publicity for the Proms was handled by a number of design

companies but, coincidentally, Saatchis did handle both tranches of work

two years ago.



Media planning and buying on the Proms account will be handled by

Pattison Horswell Durden, BBC Network Radio’s media agency of record.



Saatchis has been briefed to raise awareness of the concerts and boost

audience attendance. The agency will work in conjunction with the design

company, Ideology.



A new campaign will break in July using a mixture of outdoor and press.



Andrew Croft, the account director at Saatchis, said: ‘People are aware

of the Proms, but it’s usually because of the last night. Our aim is to

increase attendance and awareness for all the concerts. The Proms is a

unique musical event and we’re very proud to be part of it.’



Sue Farr, head of marketing and publicity for BBC Network Radio, added:

‘Saatchis has come up with an outstanding approach and it makes sense

for the Proms to work with the team responsible for the successful Radio

3 campaign.’



The Proms take place at the Royal Albert Hall in London every summer

from July to September. There are a total of 72 concerts in the Proms

season.



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