WARL to create joint worldwide campaign for BBC World and BBC World Service

The BBC's international broadcast wings, BBC World and BBC World Service, have appointed a creative agency WARL to handle a jointly branded creative campaign worldwide.

London-based WARL will be responsible for the planning and execution of an international advertising campaign promoting news output on the television and radio services, says an official release. BBC World marketing head Jane Clancey and BBC World Service head of international marketing communications Jane Futrell say WARL will develop a campaign promoting the comprehensive 24-hour news and information services provided by both broadcasters. "We have two truly global brands with unique reputations and are confident that WARL will play a significant role in further communicating the benefits of our output," they say.

MediaEdge:cia will provide media planning and buying for the campaign, scheduled for later this year.

This is the third joint advertising campaign undertaken by BBC World and BBC World Service, who will form a new BBC global news division shortly. Within the division, their identities will remain separate and their funding streams respected under strict fair trading rules to ensure no cross-subsidy, the release says.

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