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What would happen if the CLIENT FROM HELL ran a DRTV ad agency? Hello


My name is Pete Mills and for 7 years, I was – I think – the most demanding client in the UK TV advertising market.


At that time, I ran all of JML’s television enterprises, from making and airing over 120 DRTV adverts a year, to launching several stand-alone home-shopping channels. I started with small budgets – but with success those budgets grew 50 fold. I could never find agencies that could meet my demands – so I learned every aspect of the TV business myself. I made some expensive mistakes, I’ll admit, but I never made them more than once.


I never thought I would ever run an agency myself – but then I met Jim Lewcock, MD of The Specialist Works. He told me he wanted to create a full service TV agency that really understood clients’ needs and could offer more than the ‘traditional’ TV agencies (just like the ones I had employed during my time as a client). The concept for The Broadcast House was formed during that very first meeting, when Jim asked me, “What would the ideal agency have offered you when you were a client?”


My answer was (and still is): • A TV production company run by passionate DRTV experts making persuasive and polished, but low-cost, advertising in-house


• Free regulatory (Clearcast) approval • Media plans tailored to maximize your response – but without your call centre dropping calls or your website getting swamped


• Low entry costs based on cheap airtime and even CPA deals • Accurate and transparent reporting that shows you exactly where your money is spent and links it to sales – by the next working day


• An agency that can license clients’ products into 80 international markets and sell them into UK retailers


• The expertise to launch and run every aspect of TV Home Shopping channels for clients – and maximize their profit in innovative ways


• Free consultancy from a senior ex-client who can give you no-nonsense advice, demystify the broadcast media and stop you making the same mistakes from advert production to fulfillment that he did in the early days


In our first year, we have achieved some or all of the above for 32 clients in DRTV and very successfully launched Pavers TV (Sky channel 659). Our clients range from highly experienced to first-time TV advertisers.


If you would like to explore TV advertising for your mail order company – or if you want to know how effective your current TV spend could be – then please get in touch. I look forward to speaking to you.


Pete Mills


M 07826 929 650 petemills@tbh-uk.com


the broadcast house part of ‘the specialist works’ group, 3rd floor, 118 commercial street, london, e1 6nf tel +44 (0)20 7539 6141 :: mob +44 (0)7826 929 650 :: email petemills@tbh-uk.com :: www.the-broadcast-house.com


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