BBC Magazines set to begin working on Persil's 'Get creative'

BBC Magazines has won a pitch to work with the Unilever brand Persil on its "Get creative with Persil" activity.

The magazine company pitched against other publishers and national press for the £500,000 cross-media spend. Initiative Media Associations, a division of Unilever's media agency, Initiative Media, handled the pitch.

Eight BBC titles, including Radio Times and BBC Good Homes, will run advertorials and supplements to support the Persil schools coupon-collect scheme.

Antony Marcou, the senior planner at Initiative Media, said: "Conventional display advertising on its own does not provide the endorsement that genuine brand association brings. The BBC brand provided credibility with the key audiences of teachers, parents and children."