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Thursday, 8 March 2018

Proximity Retains BBC TV Licensing Marketing Contract


The BBC has reappointed London-based firm Proximity to the TV Licensing marketing contract.

It will be Proximity's fourth consecutive TV Licensing contract, extending its 15-year partnership with the BBC by a further eight years.

Proximity is responsible for all of TV Licensing's customer relationship management, which involves targeting 32 million addresses with the gospel according to TV Licensing (which may, or often may not, bear any resemblance at all to truthful reality). The dirty business of printing and distributing TV Licensing propaganda is sub-contracted by Proximity to Communisis (which itself has won a contract extension as a result of Proximity's reappointment).

Mike Dodds, Global President of Proximity Worldwide, said: "This is one of the biggest and most sought-after contracts in the country, touching almost every household and business in the UK, and we’re delighted to retain it for a third time. Winning this contract is testament to our commitment and ability to provide a forward-thinking solution that will stand the test of time while delivering results from day one. The large-scale and complex nature of the programme requires a diverse and collaborative team. We’re proud to be chosen as that team and look forward to driving the account forward."

Proximity was axed from an earlier TV Licensing contract after it was rumbled printing inaccurate statistics in threatograms. Of course the BBC, which isn't averse to spouting a few untruths of its own, wasn't overly concerned by Proximity's wayward conduct, so it was duly reappointed to the same TV Licensing contract anyway.

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