BC Worldwide has appointed Zenith Optimedia as its global media agency after a review. The company spends approximately $50 million annually on measured media worldwide, including $3 million on
ads in the U.S. last year. Incumbent PHD withdrew from the pitch prior to the final round, per sources.
Optimedia will handle the U.S. portion of the modest, but prestigious, account. The agency will focus on strategies and campaigns for the cable channel BBC America, BBC.com and global brands including BBC Earth, Top Gear, Doctor Who as well as the newscast BBC World News America. BBC Worldwide, America, with offices in New York and Los Angeles, manages BBC Worldwide's businesses in the U.S.