Channel 5 has appointed Magic Hat to produce a through-the-line
campaign for its summer roadshow, "5 Gets Out of its Box".
The McCann-Erickson youth division has developed an integrated campaign
including 48-sheet poster sites, local press ads and local radio
The campaign will support the arrival of the tour in Weston-Super-Mare,
Blackpool and Leeds over the next two months.
However, Channel 5's marketing and communciations director, Jim Hytner,
was quick to deny any suggestions that the project represented a threat
to Channel 5's three-year incumbent agency, Walsh Trott Chick Smith.
"Magic Hat has done a fantastic job on developing this event for us," he
said. "But Channel 5 is about as likely to give their above-the-line
account to 4creative."
Magic Hat has attempted to move its reputation beyond promotions and
project work since its relaunch in April. McCann UK's executive planning
director, Robin Lauffer, and creative director, Luke White, were drafted
in to head the division following the departure of Magic Hat's founder,
Simon Aboud, who left to become a director.
Since relaunching, the agency has picked up the £2 million
creative account for Cobra beer and a poster campaign for the ice-hockey
team London Knights.
Channel 5 has not yet announced a replacement for Hytner, who is leaving
to take up the post of marketing and commercial director at ITV. Channel
5 has drafted in headhunters to fill the post.