BBC America, hoping to boost its viewership, has awarded two shops split duties for its $10 million account following a review. Kirshenbaum Bond & Partners West, San Francisco, will handle media, and Havas Advertising's Arnold Worldwide/Washington, McLean, Virginia, will handle creative. The BBC, available through satellite and digital cable, has an upscale and educated audience. The network hopes to double in viewership from 15 million homes to 30 million by 2003. Nigel Carr, managing partner-general manager of Kirshenbaum's San Francisco office, said the shop will focus on a media plan that includes targeted marketing and "guerrilla" marketing efforts.
Copyright March 2001, Crain Communications Inc.