At the IMC Conference, themed Marketing is Business, I reconnected with Charl Bassil, Chief Brand Officer of the BBC, nearly a year after our first conversation. In this follow-up, Charl shared why he’s “banned campaigns” and why platforms, not short-term bursts of activity, are the foundation for lasting brand relevance.
“We don’t build campaigns. We build creative platforms that last three to five years minimum. And then within those platforms, we have campaigns.” – Charl Bassil
In this episode, Charl reflects on how legacy brands can reimagine themselves in industries under disruption, from beer and vodka to media. He explains how the BBC balances its unique public service ethos with the pressures of growth and relevance in a streaming-dominated landscape.
Key insights from this episode:
- Why platforms create memory structures that campaigns alone cannot.
- The BBC’s positioning as a global digital streaming service rooted in public service values.
- How agencies can earn a seat at the table by solving business problems, not just selling creativity.
- Why “fresh consistency” is the balance brands must master to resonate over time.
This conversation is part of our IMC Conference series, produced in collaboration with the IMC team.
Watch below to hear how the BBC is rethinking brand building for longevity and cultural relevance:
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Our podcast audio editing and audio production are done by: Maishe Rakgoale.