The appointment of 4creative, Channel 4's multimedia creative agency, is a blow to Malcolm Moore Deakin Hutson. The agency won the centralised account for MTV Networks last year and had already created campaigns for VH1.
4creative won the task after a three-way pitch against Saatchi & Saatchi Design and MMDH. It will develop on- and off-air advertising for the series of ten one-hour shows that begin on 30 September.
The 100 Greatest Women shows will feature the top 100 female artists as voted for by the VH1 audience. On-air activity will consist of a 30-second and a 40-second spot which feature the 80s singer Sinitta who had a hit with So Macho. The idea is that if viewers don't call and vote, then Sinitta could end up being VH1's greatest woman.
MMDH, which was recently acquired by Faulds Advertising, created a campaign for VH1 last year to support its Divas Live show. It also created MTV's "eggcentric spot which was directed by Tom Carty through Gorgeous.