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The BBC has awarded Fallon the brief to win back the British public's affection for the corporation.
The agency will be charged with promoting the BBC brand while emphasising its abilities as a public service broadcaster. The campaign is expected to break in 2006.
The appointment follows a four-way pitch with the other agencies on the BBC's roster: Abbott Mead Vickers BBDO, BBC Broadcast and DFGW.
The last branding campaign the BBC commissioned was the much-vaunted 'perfect day' in 1997. The four-minute commercial, created by Leagas Delaney, starred celebrities such as David Bowie and U2's Bono singing individual lines from the Lou Reed song of the …