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R/GA has announce that, following a competitive pitch process, BBC Studios, the commercial arm of the BBC Group, has appointed the agency as its chosen creative partner to concept and launch a new BBC brand campaign focused on the U.S market. As part of this new partnership, R/GA’ will be responsible for the creative and strategic direction of an exciting new campaign for the BBC that will encompass film, digital, social, and OOH. The upcoming campaign is set to debut later in 2024. 

“The BBC is recognised globally for its first-class content and journalistic excellence. As we continue to grow our presence in North America, we’re excited to bring consumers closer to our brand,” said Jennifer Ball, senior vice president of marketing, global media, and streaming at BBC Studios. “R/GA brings dynamism, creativity, and a clear understanding of our values and mission, and together, I'm excited to bring the BBC brand to life for US audiences." 

"For many Americans, the significance of trusted news sources remains paramount in today's dynamic landscape. This campaign underscores the importance of work rooted in human truth and culture," said April Quinn, US president of R/GA. "R/GA's innovative partnership with the iconic BBC brand exemplifies the convergence of pioneering creativity and timeless heritage.” 

The BBC’s brand represents trust and is built on a foundation of independence, impartiality, and truthfulness that captivate millions of individuals in the UK and across the globe. As its new creative partner, R/GA will work to highlight BBC's commitment to delivering quality content and reinforcing its reputation for excellence in journalism, entertainment, and cultural programming. The account will be led by R/GA’s Connected Communications team, spanning the agency’s global creative network.