"We have testimonies from Sir Martin Sorrell of WPP, Jong-Yong Yun of Samsung Electronics and David Tang of Shanghai Tang to reinforce BBC World's core values, and are a great endorsement for the brand," said Bipasha Ghosh, senior marketing manager, BBC World Asia-Pacific. "These will be accompanied by images illustrating the lengths our journalists will go to in order to bring viewers the news."
Such images include a mobile phone with a lodged bullet and mud-soaked boots.
The campaign dovetails the BBDO-created 'Putting news first' global campaign, which was launched last year. It will be launched in various trade publications such as Campaign and M&M in Europe, as well as Media in Asia.
