The Week: Advertising news - Proximity fired over slip-up

The BBC has fired Proximity London from the direct marketing contract for TV Licensing, after the wrong statistics were used in millions of warning letters sent to the public.

The Sunday Telegraph started an investigation following a complaint by a viewer that he had received two similar letters on the same date. One of the letters claimed that the number of licence fee evaders caught in the previous month was 33,781, while in the other letter the number quoted was 69,838. Proximity picked up the TV Licensing contract in 2002 in a collective pitch with Abbott Mead Vickers BBDO. It has won a number of awards for its work on the business.


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