Profligate as ever with cash that flows from the license fees levied on every TV-owning household, the British Broadcasting Corporation has embarked on a brand-boosting campaign said to cost a cool £20 million ($28.5m; €32.8m).

The campaign includes the leasing of permanent billboard sites across the nation and aims to bolster the BBC as a master brand, radiating out to a number of of sub-brands including its new digital channels.

Extant promotions for the latter – CBBC and CBeebies – present the new branding with the BBC logo displayed down the sides of posters and press ads.

Effused head of marketing strategy and planning Helen Kellie: “This is a fantastic opportunity to create a positive synergy for the BBC from focussed and impactful marketing campaigns. The consistent house style will give the creative freedom to maximise each campaign message and bring credit back to the BBC for all that we do.”

Data sourced from: Media Week (UK); additional content by WARC staff