BBC World has signed on two agencies to handle its creative and media accounts. While Vyas Giannetti Creative (VGC) will be handling the creative duties, MediaCom India will look after the media duties.
The agencies will be responsible for providing a creative and effective communication strategy to build on the positioning and reputation of the BBC’s international 24-hour news and information channel. The account size, however, could not be ascertained despite repeated attempts.
The pitch process, which began in August, saw eight top agencies from Delhi and Mumbai present their ideas and strategies to support the channel’s marketing initiatives. The incumbent agencies of the channel were Euro RSCG and The Media Edge for the creative and media duties, respectively.
Announcing the appointment of the agencies, Seema Kotecha, Head of Marketing, BBC World, said, “This review gave us an opportunity to witness exceptional ideas presented by some of India’s best agencies. There is a lot of creative talent here and it was a difficult decision. Vyas Giannetti and MediaCom India demonstrated an excellent understanding of the brand, evident in their innovative and strategic recommendations. We believe they will provide the right level of support for the brand in this highly competitive market.”
Preet Vyas Giannetti, Chairperson and Chief Creative Officer, VGC, said, “BBC World is trusted and respected globally for its journalistic excellence and extensive analysis of international news. We are very happy to be associated with the BBC World brand and provide creative support to strengthen the channel’s positioning in India.”
Jasmin Sohrabji, President, South Asia, MediaCom India, said: “We are honoured to have been selected as the media agency for BBC World in India. We look forward to this challenging assignment to effectively and innovatively reach out to the channel’s core audience in this market.”
BBC World, which launched its biggest ever brand campaign in India, Putting News First, will shortly start working on developing the next phase of the campaign with the appointed agencies.
Elucidating more on the future marketing initiatives, Kotecha said, “As India is becoming more international in its outlook, the importance of a global news broadcaster is growing and we at BBC World will be bringing our viewers closer to the wider world through our channel’s output and communication approach. It is an exciting time for the channel and we will be developing captivating ideas, working along with the appointed agencies, to create awareness on forthcoming initiatives such as the second phase of our global campaign, a week long of special programming focusing on India in October and our biggest ever research project to define, profile and size the Global Indian.”