BBC America said Wednesday that it has assigned its $10 million advertising
account to two agencies.
McLean, Va.-based Arnold Worldwide Partners/Washington will handle the cable
network's creative needs, while San Francisco-based Kirshenbaum Bond &
Partners will handle media buys.
'BBC America is a passion brand whose supersmart viewers are evangelists for
the network,' Kirshenbaum Bond managing partner Nigel Carr said in a press
release. 'Our media plan will leverage this strong base of word-of-mouth
communication in both targeted and guerrilla environments.'
The network currently has carriage in 15 million cable and direct-broadcast
satellite homes. The company plans to increase that count to 30 million by
2003.
