BBC tenders World News online work

The BBC has kicked off a search to find a digital agency to create advertising for the World News service.

The successful agency will be briefed to produce online advertising to drive international users to the BBC News website.

The ads will run globally in a bid to draw users away from competitors' news portals, such as those of Sky News and CNN.

BBC World News has not retained an agency in the past. Agency Republic has worked on a project basis on the account, producing international campaigns targeting non-UK readers.

The news comes shortly after the BBC concluded a five-month review of the digital advertising roster for its main public service brand. The corporation appointed the incumbent, Agency Republic, and GT, following a final pitch against glue London and Start Creative.

The current review does not affect the corporation's 270-agency-strong website design roster.

A spokeswoman for the BBC declined to comment.