Mediaedge:cia Expands BBC Role, Gains International Planning, Buying
Oct 18, 2007, 8:00 AM
WPP's Mediaedge:cia unit Wednesday was named to handle international planning and buying for the BBC Global Channel. The account will be managed from London by MEC's international division Global Solutions, which will develop a global communications plan for launch campaigns as the BBC rolls out channels around Europe, Middle East, Asia and Africa. BBC Global Channels was formed at the end of 2005 by BBC Worldwide, the commercial arm of the U.K.'s BBC, and now comprises 22 channels, including BBC America. Mediaedge:cia already handled the buying and planning account for the global news and information channel BBC World, which is managed by Global Solutions across eight countries.