AMV BBDO, the advertising agency behind the Digit Al character to promote the digital television switch-over, has been awarded the assignment to work for Digital Radio UK.
The agency will begin work immediately with the objective of meeting the consumer-led switchover criteria, which include driving digital take up among consumers to 50 per cent.
The target needs to be achieved in order to meet the proposed date for switchover of 2015. The campaign will run on BBC and Commercial Radio.
The agency will develop coordinated consumer communications over the next 3 years, starting in May 2010 with a campaign highlighting the summer of sport in the run up to the World Cup.
Ford Ennals, Chief Executive, Digital Radio UK, said: “After I appointed AMV BBDO in 2OO5 on the Digital UK business we had a long and successful working relationship. Communicating the benefits of digital radio and increasing understanding and awareness among consumers are crucial planks in our strategy for delivering switchover. With AMV’s unparalleled track record of creating powerful and effective campaigns of this kind, I have absolute confidence that they will do the same again in promoting digital radio.”
Cilla Snowball, Chairman, AMV BBDO, said: “Digital Radio UK has a hugely important job to do. We are delighted and excited to be working with Ford and his team on the promotion of the digital radio product, programme and possibilities.”