BBC World launches global business leaders campaign

The testimonials are accompanied by images illustrating stories behind some of the assignments undertaken by BBC correspondents and cameramen in the field.

The ad featuring Sorrell focuses on the image of John Simpson's blue flak jacket with a photo of Sorrell underneath, saying: "Wherever I am in the world, I turn for the big picture to BBC World: It is informed, balanced and consistent."

Other influential viewers to offer their endorsements include: John Caudwell, chairman and chief executive of The Caudwell Group; Jong-Yong Yun, vice-chairman and chief executive of Samsung Electronics; and Sanjiv Ahuja, CEO of Orange.

Seema Kotecha, BBC World's head of marketing, said: "BBC World offers audiences all sides of the story through unbiased, in-depth news reporting and analysis, playing an important role in connecting countries, businesses and cultures.

"These testimonials come from global business leaders and opinion formers from all over the world, who value BBC World."

According to Kotecha, the campaign reaffirms BBC World's position as the channel for global advertisers that want to reach an influential audience.

The campaign follows on from the "Putting news first" campaign, created by Abbott Mead Vickers BBDO, which was launched globally last year.

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