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
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.