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BBC Agency Top Gear

BBC's Top Gear appoints Anomaly to lead relaunch

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By Jessica Goodfellow, Media Reporter

February 24, 2016 | 2 min read

The relaunch of Top Gear will be headed up by Anomaly, which was named today (24 February) the lead agency for the motor show that is set to air in May this year.

The long-term partnership will see Anomaly create a global, integrated campaign to build excitement for the programme’s highly-anticipated relaunch this summer.

The final line-up of the show was confirmed earlier this month, and includes Chris Evans, Friends actor Matt LeBlanc, Formula One guru Eddie Jordan, German racing driver Sabine Schmitz, renowned motoring journalist and YouTube petrolhead Chris Harris, and car reviewer and TV presenter Rory Reid.

Anomaly chief strategy officer and partner, Stuart Smith, commented, "Anomaly exists to tackle big business challenges. Top Gear is one of the planet's most loved shows, and it has history, so helping relaunch it is a task we're relishing."

BBC TV's director of marketing and audiences Cary Wakefield, added, "Anomaly impressed us with their smart, progressive thinking and their creative approach demonstrated how well they understand the personality of Top Gear."

Top Gear is the world’s most popular factual TV programme, watched by 350 million in 214 territories. It’s also the BBC’s biggest global brand, making £50m a year through sales of the TV show, DVDs, books, live shows and other merchandise.

The global campaign will run out of Anomaly’s London office.

BBC Agency Top Gear

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