OPINION: Why Leagas, BDDH and JWT deserve top tasks

It is hard to imagine an agency anywhere that would not be delighted to bag one of the three significant wins of last week.

It is hard to imagine an agency anywhere that would not be

delighted to bag one of the three significant wins of last week.



First, Leagas Delaney has secured the multi-million pound brief to

communicate and demystify the BBC’s move into digital broadcasting. The

appointment - part of a master plan to establish a coherent digital

strategy for the corporation - 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 Online Internet services.



Leagas Delaney has earned its right to the deal in a text-book manner:

an outstanding track record culminating recently in the ’Perfect Day’

corporate spot, a long association with the client and a competitive

pitch - in this case against the BBC roster agencies, Ammirati Puris

Lintas and St Luke’s.



Next up, the hotly contested pounds 20 million campaign to prepare the

country for yet another phone code change has been awarded to J. Walter

Thompson.



Its budget is guaranteed to get any financial director salivating, but

the ’client’ in this case comprises 70 companies, and Oftel to boot - ’a

fascinating communications challenge’, as Stephen Carter put it in

Campaign last week.



Finally, there is Partners BDDH and its Co-operative Wholesale Society

win, a move that offers a fantastic example of the power of the strong

advertising proposition - in this case, the ’ethical’ bank. In 1990, the

Co-op Bank was a little-known and even less well understood minority

player in both the current account and credit card markets. Thanks to

BDDH’s identification of a positioning based on a study of the bank’s

working practices and history, it has emerged as a desirable alternative

and has shrugged off its ’cloth cap’ image. Here’s to the same for the

still-dowdy Co-operative Wholesale Society.



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