BMP shifts iTV business into media division

The new-look agency will retain the same staff and functions. However, bringing the agency under the remit of BMP's media sales arm OMD will help persuade existing clients to commit budgets to iTV campaigns. BMP's efforts to drive campaign funds into iTV have, up until now, been creatively-driven.

A statement from the company said: “This is a natural progression and reflects the media driven nature of the interactive TV market at this stage. Staff and roles remain unchanged as will the successful creative and technical partnership with BBC MediaArc. OMDtvi will continue to deliver the full array of agency services that includes the development of campaigns, broadcast consultancy and consumer research.”

Agency head Andrew Howells added: “As an integral part of OMD UK, we are in a great position to work with clients within the media planning and consultancy areas. Our aim is to develop creative interactive solutions as part of the agreed communications strategy for any one client.”

The shift reflects a sea-change within the drive to persuade advertisers of the potential of interactive advertising. The process of developing creative iTV ideas to help persuade clients has proved costly. Instead BMP will hope that OMDtvi can now sell the idea of iTV advertising to its media sales teams, who are in a better position to direct clients' ad budgets.

OMD MD Steve Williams said: “The immediate focus, however, will be to develop more interactive TV campaigns with our existing client base delivering additional value in a similar way to the recent Rimmel and Finish campaigns for Coty and Reckitt Benckiser.”