Leagas Delaney to launch BBC digital

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

advertised.

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.