BBC World’s creative business moves to Vyas Giannetti; MediaCom is the AOR

Following a multi-agency pitch, BBC World has decided to award its creative duties to Vyas Giannetti. The media duties have gone to MediaCom. Though no official statement was forthcoming on the size of the business, industry sources peg it at around Rs 12-14 crore.

Announcing the appointment of the agencies, Seema Kotecha, marketing head, BBC World, says, “This review gave us an opportunity to witness exceptional ideas presented by some of India’s best advertising 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.”

The incumbent creative agency for BBC World was Euro RSCG, while the media duties were with The Media Edge (TME). Regarded as standard business practice, the organisation decided to review its creative and media agencies in July. Eight agencies, both creative and media, including the incumbents, were invited to pitch for the two duties.

Commenting on the win, Preet Vyas Giannetti, chairperson and chief creative officer, VGC, says, “BBC World is trusted and respected globally for its journalistic excellence and extensive analysis of international news. We are happy to be associated with the BBC World brand, and intend to provide creative support to strengthen the channel’s positioning in India.”

In April this year, BBC World launched its biggest-ever brand campaign in India, ‘Putting News First’. Working closely with the appointed agencies, the channel will build and develop the next phase of the campaign to reflect its core strengths of cutting-edge journalism and world-class news reportage.

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