BBC Radio 1

Campaign in 1999 by Fallon McElligott for BBC Radio 1. Objective: brand building.
Agency: Fallon McElligottAuthor: Laurence Green

BBC Radio 1 'From 'As It Is' to 'as it is'

SYNOPSIS

This paper attempts to demonstrate how strategy development inspired creative advertising for a public service broadcaster, and much more. (It is, in truth, an example of how planning can drive brand understanding, direction and execution in the round, not just in advertising.)

At a time when advertising strategy is but a small part of the overarching communications strategy we must now strive for, and when the ad agency is no longer the automatic home of brand strategy or guardianship, we make...

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