E4, the digital television channel owned by Channel 4, has handed
its online creative advertising account to Gluemedia and has appointed
mdigital to its media account.
Four other agencies are believed to have pitched for the accounts.
The campaign will promote both E4 and its website, E4.com, and will be
funded from the channel's marketing budget, worth between pounds 5
million and pounds 10 million. The online spend will back both a
branding initiative and a drive to generate traffic to the internet
Gluemedia, which is owned by the DeepGroup and headed by the UK managing
director, Mark Cridge, has a range of clients including Thomas Cook,
Virgin Trains and Jamba. Mdigital, MindShare's digital division, will
handle the online media.
Cake is handling the offline work for the brand and media strategy for
E4 is being co-ordinated by Michaelides & Bednash, with media buying by
Channel 4 launched E4 in January in a flurry of publicity fronted by the
comedian Ali G. The channel is aimed at 16- to 24-year-olds, and its
programmes include the new series of Friends, Ally McBeal and ER, as
well as the gameshow Bonsai.
Bonsai is an interactive betting show where viewers have to try and
guess the outcome of absurd scenarios.
Genie, BT's mobile internet service, has signed a deal with Channel 4 to
extend the game on to mobile phones. Deepend, which built the E4.com
website, has developed an internet game for the brand.
The launch campaign for the brand involved television, press inserts, a
poster campaign and other guerrilla marketing tactics.
In its first few days of launch, E4 took an average viewing share of 0.6
per cent. However, the channel has attracted negative media coverage
after viewing figures from Barb for the first week of February showed
that four shows on one night had no viewers.
Gluemedia, mdigital and Channel 4 refused to comment on the appointments
as Campaign-i went to press.