Battersea-based Parys beat a handful of other agencies to the sought-after account (PRWeek, 17 May).
The hire comes just three months after BBC Worldwide handed Brunswick a wider corporate brief.
BBC Worldwide – which also produces BBC-branded magazines and DVDs – is increasingly important as a source of revenue since the BBC received less than it requested in this year’s licence fee settlement.
BBC Worldwide CEO John Smith has said he intends to increase revenues from digital media from five per cent to ten per cent within five years.
Parys co-founder and MD Patrick Herridge said the account was primarily UK-focused, with ‘potential to expand the creative ideas into other territories.’
The brief includes raising the profile of the BBC’s Motion Gallery archive, which sells BBC footage and clips from the archives of other global broadcasters, such as China Central TV (pictured).
Parys will target B2B audiences such as film-makers, advertisers, marketers and online TV channels.
The brief also includes consumer promotion of as yet undisclosed mobile-phone initiatives and partnerships such as the BBC’s channel on YouTube.
Parys will also aim to position senior staff in the digital division as industry experts.
Eight-strong Parys was founded two and a half years ago by former Mantra PR staffers Herridge and Ryszard Bublik.