Top Story

e4m_logo.png

Home >> Media - TV >> Article

Business leaders endorse BBC World in new trade campaign

17-May-2006
Font Size   16
Share
Business leaders endorse BBC World in new trade campaign

BBC World will use testimonials from global business leaders and opinion formers to roll out a new trade advertising campaign. The campaign will emphasise the channel's news credentials and quality of audience, and has been created in-house.

The endorsers' list includes Sir Martin Sorrell, CEO, WPP; Jong-Yong Yun, Vice-Chairman and CEO, Samsung Electronics; Wally Olins, Chairman, Saffron Brand Consultants; David Tang Wing-Sheung OBE, Founder and Director, Shanghai Tang; John Caudwell, Chairman and Chief Executive, The Caudwell Group; Sanjiv Ahuja, CEO, Orange; and Miha Pogacnik, classical violinist and cultural ambassador of Slovenia.

Their testimonials will be accompanied by images illustrating stories behind some of the extraordinary assignments undertaken by BBC correspondents and cameramen.

The campaign features John Caudwell saying: "I always choose BBC World for news, whatever country I'm in. Having been interviewed by BBC World many times, I know their reporters don't pull any punches. It's this uncompromising approach to seeking out the truth which leads to the faith I have in their dedication and impartiality."

BBC World's Head of Marketing, Seema Kotecha stated that the trade campaign reaffirmed BBC World's position as the channel for global advertisers who wanted to reach an influential audience. "BBC World offers audiences all sides of the story through unbiased, in-depth news reporting and analysis, playing an important role in connecting countries, businesses and cultures," said Kotecha.

Another star of the campaign, Samsung's Jong-Yong Yun, says: "For me, where there is news there is BBC World. BBC World keeps its viewers constantly informed with fast and accurate news. It not only reports the facts however, it helps viewers better understand the issues concerned by always presenting a balanced view. This sets a great example and contributes immensely to modern journalism."

Kotecha added, "These testimonials come from global business leaders and opinion formers from all over the world, who value BBC World. They are influential people on the world stage and their testimonies are a great endorsement of the BBC World channel." The creative is based on the successful 'Putting News First' campaign, created by BBDO and launched last year. The new campaign will appear in leading international and country specific trade publications, BBC World said in a statement.

Tags

We speak to Punit Misra, CEO, ZEEL, Domestic Broadcast Business, on Zee TV’s new look, its aim and the shaping up of domestic business

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited

With Shikhar Dhawan as their brand ambassador, a partnership with NBA and FIFA and a Rs.10 crore marketing budget, this sporty start-up is moving strength to strength.

In an interaction with exchange4media, Sinha, the Country Head at Epsilon shared insights on the growth of Epsilon, integration of Artificial Intelligence and the future of other conventional mediums of marketing

The awards which saw over 816 entries were adjudged by a distinguished jury of around 211 industry leaders through intensive judging sessions across the country

22feet Tribal Worldwide to handle digital marketing while DDB MudraMax to handle on-ground promotions, venue management and logistics management

While market charges access fee to provide HD channels, DishTV will now give the access to popular HD channels to all subscribers