International: World Service shortlists three for Moscow account

MOSCOW : The BBC World Service has shortlisted three agencies to pitch for a campaign to launch the new 24-hour roll-out of its Russian on-line service.

MOSCOW : The BBC World Service has shortlisted three agencies to pitch for a campaign to launch the new 24-hour roll-out of its Russian on-line service.

Ketchum, Biss Lancaster and Manning Selvage and Lee will be pitching against each other for the account, with a decision due at the end of October.

The World Service's PR manger, Louisa Fyans is orchestrating the pitch.

She said the brief will be to launch the new Russian rolling news and 24-hour service, handling all media relations and targeting students in particular as 'they are the biggest proportion of internet users in Russia.'

'All the agencies chosen have offices in Moscow, as it's important for them to have a presence on the ground and an understanding of Russian media,' she added.

Fyans says she will also be seeking agencies to handle campaigns when the services are launched in India and Africa, although no dates have been set.

'We are hoping to use a few large campaigns a year instead of many smaller ones,' said Fyans.



Edited by Holly Williams.



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