BBC assigns $401 million media planning and buying business

The BBC has awarded its media planning and buying account, worth an estimated $401 million (£299.9 million) over six years, to incumbent Havas Media Network after a competitive review against three other agencies.

Havas’ remit will be to build on activity across the BBC’s own airwaves and support the promotion of BBC services across paid social, digital video, audio, display, out-of-home, cinema, commercial radio, and press.

As per the BBC’s charter requirements, to ensure audiences know about BBC programmes and services, Havas will also have a specific focus on targeting underserved audiences.

Omnicom Media Group’s MG OMD, Dentsu’s Carat and group solution from the recently renamed WPP Media (formerly Group M) were also shortlisted for the account, with MG OMD making the final two alongside Havas.

The review was supported by The Aperto Partnership.

Nicki Brown, BBC director of media, said: “We were very impressed with the thinking and commitment from all the agencies that took part in the review and look forward to working with Havas for the next phase of our journey.”

Havas’ contract is for six years with an estimated media spend of £50m per year, according to the BBC.

Havas Media Network has worked with the BBC since 2015 and previously defended the account in 2019.

Patrick Affleck, chief executive of Havas Media Network, said: "We’re thrilled to be continuing our long-standing partnership with the BBC. It’s a privilege to help the BBC build more meaningful connections with audiences across the UK, and we look forward to supporting them on the next phase of their marketing transformation."