NEWS: BBC2 drops Leagas Delaney campaign in strategy rethink

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.

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

opinion.’



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.’



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