BBC2 is considering turning its back on last year’s decision to run
press ads after it failed to sign-off a campaign by its agency, Leagas
Delaney. Another option is thought to be a change of agency.
Leagas Delaney was briefed to create a campaign for the station more
than six months ago by its client, Jane Frost, the BBC’s head of
corporate and brand marketing.
However, Michael Jackson, the controller of BBC2, is understood to have
been concerned about the advertising strategy and that licence-payers
might feel their money was being wasted.
According to industry sources, Pam Masters, the BBC’s head of
presentation, has been speaking to other roster agencies in order to get
a second opinion.
Frost said: ‘The first campaign [which ran last September] was a test.
We are looking at the data. I am committed to communicating BBC2
through advertising. Any of our roster shops might be asked their
Bruce Haines, Leagas Delaney’s chief executive said: ‘I have heard
nothing of this and as our client is extremely courteous, I am sure
that if there was anything fundamental to tell me they would have told
me by now.’