DDB London nets More4 launch

By Jeremy Lee, campaignlive.co.uk, Friday, 29 April 2005 03:28PM

The agency defeated 4Creative and St Luke's for the launch of Channel 4's new free-to-air channel.

DDB London has triumphed in the pitch for the launch of Channel 4's new free-to-air digital TV channel, More4.

Although no marketing budget has yet been assigned to the launch, it will be Channel 4's biggest promotion of the year and its most high-profile for some time.

DDB defeated St Luke's and 4Creative to win the pitch, which was run by the Channel 4 marketing director, Polly Cochrane, with assistance from the AAR.

Cochrane said that although it did not win the main account, 4Creative would still be involved in the launch process, with its creative director, Brett Foraker, taking responsibility for the new channel's on-air identity.

Rufus Radcliffe, the head of marketing for More4, said: "It was a very close-run thing between 4Creative, St Luke's and DDB, and it was a really difficult decision to make.

Ultimately, it was DDB's clarity, cleverness and creative positioning work that won through."

Naked Communications and Michaelides & Bednash are both currently pitching for the media strategy account. The media buying will remain with OMD.

More4 is expected to launch on 8 October and has an annual programming budget in excess of £30 million to attract its target audience of over-35- year-olds. The schedule will be factual content-based and Lygo has described the channel as "Channel 4 without the silly bits".

The majority of the channels's budget will be spent on original programming.

Peter Dale, More4's controller, has already lined up an update on Nick Broomfield's 1991 documentary on the South African white supremacist Eugene Terreblanche and has committed to commissioning new drama. The channel will show repeats of Channel 4's lifestyle and leisure shows.

Separately, Channel 4 is making its youth-oriented digital channel E4 free-to-air during this summer's series of Big Brother.

E4 is currently a premium channel but the move by Andy Duncan, the chief executive of Channel 4, will take advantage of the growing success of the Freeview platform, of which he was the prime architect.

This article was first published on campaignlive.co.uk

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