Leagas Delaney is poised to carry off the multi-million pound brief
to communicate the BBC’s move into digital broadcasting.
The appointment - part of a master plan to establish a coherent digital
strategy for the BBC - will encompass the launch of the BBC digital TV
and radio services, as well as the new 24-hour domestic TV news channel,
News 24, and the BBC On-line Internet services.
The win will come as a blow to Ammirati Puris Lintas and St Luke’s, the
two BBC roster agencies which also competed. However, it is not expected
to affect the two shops’ existing BBC accounts - Radio 2, 4 and 5 at
APL, and Radio 1’s at St Luke’s.
Leagas Delaney already handles the BBC’s corporate account, for which it
recently created the ’Perfect Day’ spot, showcasing the range of music
on offer from the BBC.
Media buying is likely to be handled by New PHD, which already works
with the BBC on a number of its projects and has been working with the
corporation on the potential for digital broadcasting. The budget has
yet to be fixed, but the media schedule will be based around a package
of trails on BBC channels and non-BBC media, most likely press.
The BBC put together a working party across key disciplines before
lining up roster agencies to compete for the task of explaining to
consumers what digital means and how it can be received.
Along with the other terrestrial TV companies, the corporation will
automatically be given digital capacity on which to simulcast much of
its output. A range of dedicated digital programmes will also need to be
Bruce Haines, the chief executive of Leagas Delaney, said: ’We are
inordinately proud of our work to date for the BBC. It’s our aim to
inform and guide viewers and listeners through this exciting but complex
change in broadcasting.’
Sue Farr, the director of marketing and communications for BBC
Broadcast, was not available for comment.