TBWAAnthem wins BBC World Service radio & online accounts

It was a whirlwind affair. Three officials - Alan Booth, controller, marketing, Karen Bevis, marketing manager, and Sam Miller, managing editor, South Asia - flew to Delhi from the BBC headquarters in London some three days ago. They identified and shortlisted six agencies, based on a credentials presentation, and asked them to make an integrated presentation for the BBC World Service radio and online accounts. Because the brief specified an integrated approach, the respective agencies made their presentations along with their PR and direct marketing teams. The agencies included TBWAAnthem, JWT, Rediffusion DY&R, O&M, Euro RSCG and Result McCann in conjunction with Corporate Voice Weber Shandwick (for the direct marketing and the PR business only).

The very next day, Benny Thomas, vice-president, north India, TBWAAnthem, was called in by the BBC officials to break the news that the agency had been awarded the business. However, both the agency and BBC officials are not ready to disclose the size of the business at this stage, as the details of the relationship are still being worked out.

The agency is indeed excited about the win. "It was a lightning decision," says Thomas.

"The whole presentation affair was spread over just two days. In that context the win assumes special significance for us. It was a combined effort by the agency, the public relations team and the direct marketing team. What really clicked was that TBWAAnthem was offering all its services under one roof, and was clearly enthusiastic about the brand."

The task for the agency is two fold - to promote the online property of BBC World Service and build brand salience for BCC radio in India. "The website is the largest in the United Kingdom and Europe and one of the biggest in America too. The objective is to create an awareness for the website in India as a destination that offers a terrific resource base of information and, eventually, increase traffic," explains Thomas.

For promoting the BBC radio brand the agency is working on two levels. First, to forge media partnerships (one such way is by providing news to mobile service providers), and second, to bring about a complete image makeover for the radio service. "People still recall their fathers or grandfathers would listen to BBC's radio service, and they do that even today. It is a habit with the older generation. The task, therefore, is to popularise BBC World Service, create a buzz and make it top of mind," Thomas adds.

Other details - such as the media plan, the exact task of the three individual departments, and the modus operandi - would be clearer in a few days time. © 2002 agencyfaqs!