BBC Worldwide has enlisted Droga5 as its local agency partner. The creative shop will work on the masterbrand and help launch the BBC First channel on Foxtel in August 2014.
Droga5 won the business in a pitch and will start work immediately. It will alongside US agency Trollback which is developing BBC's global brand. Droga5 chief executive Sudeep Gohil, creative chairman David Nobay and executive creative director Duncan Marshall will lead the business.
In addition to BBC First, BBC's channels locally includes UKTV, BBC Knowledge, Cbeebies and BBC World News.
“Droga5 won a competitive pitch with their impressive team and unique, creative approach to strategy,” BBC Worldwide director of brands and marketing Melissa Madden said: “They presented a deep understanding of the BBC brand globally with exciting ideas for bringing BBC to life in this market.”
Gohil said: “The BBC is one of the world's most popular and innovative content companies. We are excited at the opportunity to help them continue to grow their already iconic brand in Australia and New Zealand.
The Monkeys has previously worked with BBC.
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