4creative lands VH1 brief to promote its Great Women series

VH1, the MTV Networks station, has appointed 4creative to develop advertising for its forthcoming series VH1's 100 Greatest Women.

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.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).