BBC to review advertising accounts

The early days of 2010 have already seen one of the biggest developments in UK marketing news, as the BBC trust calls a review of the broadcasting companies £20m advertising account roster.

Although the company is required by law to review its advertising account every four years, due to the conditions of its public service charter, it is rare for the advertising industry to receive advance notice of such a large account tender this early in the year.

The Advertising Agencies Relationship group (AAR) will be handling the pitch for BBC media and Brand Republic reports that it has sent out an informal request for information in preparation of a formal OJEU tender by the BBC in March. The formal pitch is expected to take place some time in quarter four of 2010.

AAR’s RFI asked agencies to provide experience of TV, radio, print, out-of-home, experiential, public engagement as well as online and other digital channels by the 12th of January. Despite the 2009 cuts to the BBC’s marketing spend, when the corporation said it was planning to cut its £100 annual budget by 25%, the advertising account is among the most lucrative and prestigious opportunities in the UK.

Brand Republic reports that the BBC is said to be looking for agencies that can help the national institution to increase engagement across all of its media channels, building on its established TV advertising presence.

In an official statement released on the 6th of December, the BBC announced that the OJEU notice will be released in March.

“Required agency activity will include targeted promotions for specific BBC brands, services, programmes or marketing campaigns and the development of appropriate branding and content, across relevant channels and platforms including digital platforms,” the BBC said. “The process will be carried out by the BBC’s marketing, communications and audiences department and its procurement department. Agency appointments are targeted for completion by the fourth quarter, with contracts beginning later that quarter”

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