C5 calls off review to hire Walsh Trott

Channel 5 has called off its creative pitch and handed its entire pounds 10 million account to Walsh Trott Chick Smith after working with the agency on a project basis for the past five weeks.

Channel 5 has called off its creative pitch and handed its entire

pounds 10 million account to Walsh Trott Chick Smith after working with

the agency on a project basis for the past five weeks.



Walsh Trott was brought in by Channel 5’s marketing director, Jim

Hytner, in June to help the channel formulate its creative strategy and

market positioning. The channel parted company with its creative

incumbent, Mother, shortly after Hytner’s arrival and, as a result,

Hytner had been preparing a formal review of the account.



However, Hytner said that since working with Walsh Trott he had been

very impressed by the agency’s understanding of media brands and their

strategic and creative requirements. ’Walsh Trott is very solid

strategically and has learned how we like to develop and judge creative

work,’ Hytner said. ’I’m very confident the agency will be a good

partner for us.’



Amanda Walsh, the managing partner of Walsh Trott, said: ’Culturally,

there’s a good match between us, and we really get a buzz out of working

for such a dynamic and fast-paced client.’



Walsh Trott has already produced tactical radio and press advertising -

promoting Channel 5’s improved coverage and reception in the London area

- which is due to break next week.



A major ad campaign is expected in the autumn, the first Hytner has

co-ordinated for the channel.



The idea behind the drive will be to underline Channel 5 as a popular

entertainment offering which can be more accessible, more personal and

more original than either BBC1 or ITV.



The agency appointment comes as Channel 5 has consistently surpassed the

4 per cent of total viewing mark over the past six weeks - peaking at

5.8 per cent - which will provide a stronger planning base for 1999

airtime negotiations.



The channel’s audience is already 40 per cent as big as Channel 4’s, and

has been greater than all Sky channels combined since April.



According to the channel’s research, loyal Channel 5 viewers now order

their favourite channels as ITV, BBC1 and Channel 5.



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