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Interpublic’s R/GA, which has faced recent cutbacks among IPG’s creative agencies, has received some positive news. The agency has been selected to manage the advertising debut of BBC Studios in the United States. Six agencies competed in the pitch.
The upcoming campaign is set to launch next month and will feature film, digital, social media, and Out of Home advertising.
A BBC spokesperson stated, “R/GA brings dynamism, creativity, and a deep understanding of our values and mission. Together, we are excited to bring the BBC brand to life for US audiences.”
R/GA’s representative remarked, “Our innovative partnership with the iconic BBC brand showcases the blend of pioneering creativity and timeless heritage.”
The BBC’s commercial revenues significantly supplement its guaranteed income under the UK license fee arrangements, which have been limited by the UK government. Despite these restrictions, the BBC enjoys a level of revenue certainty that other media owners, heavily impacted by digital, do not.
ITV recently confirmed a 60% drop in profits in 2023 as ad revenue declined. The BBC has acquired ITV’s 50% share of the BritBox streaming service for approximately $320 million, signaling its expanding ambitions.