BBC Worldwide has centralised its media planning and buying tasks
for books, videos and magazines into New PHD.
The agency, which already handles the media for the BBC-Flextech cable
and satellite channels, as well as for the BBC Corporate brand and BBC
Radio, gains the majority of business from Frontline Media. In the past
individual agencies have been appointed to launch titles - John Ayling
and Associates, for example, handled the launch of BBC Family Life.
Marie Oldham, business development director for BBC Worldwide’s UK
region, said: ’Business marketing and consumer promotions will become
much bigger and we plan to support a lot more brands. We need an agency
with breadth of thinking and strategic input, but which is also big
enough to have buying power in the media market.’
The account, which was worth around pounds 4 million last year, will
spend ’substantially more’ next year, according to Oldham.
New PHD, which already works on Radio Times, will take on products such
as Delia Smith’s latest cookery book, the Teletubbies Christmas video
and the new EastEnders video.
New PHD’s chief executive, David Pattison, said: ’It is always a
privilege to be given more business from a current client, particularly
when it is a separate division.