INTERNATIONAL: Biss Lancaster to launch BBC e-service in Russia

MOSCOW: The BBC World Service has awarded Biss Lancaster a six-month brief to launch its 24-hour Russian on-line service.

MOSCOW: The BBC World Service has awarded Biss Lancaster a six-month brief to launch its 24-hour Russian on-line service.

The agency won the account after a competitive three-way pitch against Ketchum and Manning Selvage and Lee (PR Week, 6 October).

Its Russian affiliate of four years, RVR Communications, will work on the account, overseen by Biss Lancaster managing director Isabel Greenwood. RVR managing director Vadim Goussev will lead the Russian campaign, reporting to Greenwood, who reports to the World Service's PR manager Louisa Fyans.

Biss Lancaster's campaign will involve media relations, events and sponsorship work for the station, which will be in Russian, and will target students and young people.

'One of the proposals is that the agency devises a rolling campaign that could be introduced annually. Budgets permitting, we could look to extending the account long term,' said Fyans.

Greenwood said it will focus on building the reputation of the World Service's on-line brand.



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