BBC Enlists BBDO for U.S. News Intro

NEW YORK BBDO has landed U.S. ad duties for the launch of a 24-hour news channel from the BBC, the agency said.

The assignment came without a review and stemmed from BBC World News’ relationship with AMV BBDO in London.

The Omnicom Group agency said it expects to break domestic advertising for BBC World News in June. It will work with Interpublic Group’s Weber Shandwick (public relations) and WPP Group’s Mediaedge:cia (media planning and buying) on an integrated campaign that will include an initial flight of out-of-home ads.

Billings on the assignment were undisclosed; TNS Media Intelligence shows no significant U.S. ad spending for the client in recent years.

Seema Kotecha, director of marketing at BBC World Limited, in a statement described the launch as “a huge opportunity to increase the global reach of the channel.”

BBDO New York chief creative officer Bill Bruce said, “This is an opportunity to change the media landscape and to create brilliant work for a premier news brand. We have a chance to educate millions of American households about what they’ve been missing.”

BBC World News inked a deal with Cablevision and has a partnership in place with Discovery Communications to carry the channel in the U.S. The offering could be available on Optimum digital cable in the New York area by month’s end.