AMV snatches BBC2 idents from designers

Advertising agency Abbott Mead Vickers BBDO has spoken to the design world for the first time about how it intends to build its design capabilities after winning a pitch for the next set of BBC2 idents.

AMV chief executive Farah Ramzan Golant claims the agency will use the BBC2 project to hone its on-line and brand design skills as it seeks to offer content delivery to multiple platforms. ‘I’m not saying we are going to be specialists, and we are going to feel our way with this project and other projects as they come in – but we want to be confident to pitch against any design consultancy,’ she says.

AMV won a four-way pitch against BBC roster consultancies, thought to include design groups Attik and Lambie-Nairn, creator of the existing BBC2 idents five years ago. The ad agency already has design and production skills at its in-house unit The Laboratory, but will appoint freelance specialists as required, according to Ramzan Golant. She rules out working with dedicated consultancies.

According to BBC2 head of marketing James Pestell, the pitch groups were chosen to offer a broad range of disciplines. It is the first time BBC2 has pitched in this way. ‘We looked right across the board at this to get real variety in the pitch,’ he says.

The groups were briefed to create an identity flexible enough to move beyond the television screen into digital platforms.