Saatchi and Saatchi has snapped up the prestigious Proms account for BBC
Network Radio after a three-way competitive pitch against Leagas
Delaney and St Luke’s.
The agency already handles the main BBC Radio 3 account, but this is the
first time the Proms business has been put out to a separate creative
Previously, publicity for the Proms was handled by a number of design
companies but, coincidentally, Saatchis did handle both tranches of work
two years ago.
Media planning and buying on the Proms account will be handled by
Pattison Horswell Durden, BBC Network Radio’s media agency of record.
Saatchis has been briefed to raise awareness of the concerts and boost
audience attendance. The agency will work in conjunction with the design
A new campaign will break in July using a mixture of outdoor and press.
Andrew Croft, the account director at Saatchis, said: ‘People are aware
of the Proms, but it’s usually because of the last night. Our aim is to
increase attendance and awareness for all the concerts. The Proms is a
unique musical event and we’re very proud to be part of it.’
Sue Farr, head of marketing and publicity for BBC Network Radio, added:
‘Saatchis has come up with an outstanding approach and it makes sense
for the Proms to work with the team responsible for the successful Radio
The Proms take place at the Royal Albert Hall in London every summer
from July to September. There are a total of 72 concerts in the Proms