BBC gets Proximity to handle TV Licensing's direct marketing

MUMBAI: Proximity London has been appointed – subject to contract – to a new BBC contract to handle TV Licensing‘s direct marketing, printing and fulfilment services for the UK pubcaster for the next five years. 
The contract will apply to the main direct marketing activity conducted by TV Licensing, including reminder letters and licence distribution.

It also includes fulfilment of digital communications, which are increasingly used to help lower the cost of collection.

The re-appointment concludes a rigorous procurement process that began in May 2009. 
BBC head of sales and marketing for TV Licensing Peter Kirk says, "We are pleased to be able to reappoint Proximity to handle this large and complex contract, which will save the BBC ?20 million over the five-year term.

"During the course of a very thorough bid process, the team demonstrated best practice quality control processes and a high standard of value for the licence payer."
Proximity, which bid with Orchestra Group Ltd as their print services provider, will continue to work alongside a number of agencies contracted by the BBC to deliver integrated communications services for TV Licensing.

These include AMV BBDO (advertising), Fishburn Hedges Boys Williams Ltd (public relations) and PHD (media planning).

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