Channel 5 has ignored threats of legal action from ITV to launch a
radio and poster campaign for its new 6pm news slot.
John Hardie, ITV’s marketing and commercial director, wrote to Channel 5
last week after ads featuring the line, ’6pm news on 5 (repeated 6.30pm
on ITV)’, over a picture of the presenter, Kirsty Young, appeared in
trade magazines. Hardie described the ad as ’misleading and derogatory’
and asked for it to be withdrawn.
But this week, Channel 5 launched a new poster and radio campaign using
the same theme. One execution, which is a perimeter ad and will go up at
the Cup Winners’ Cup quarter final involving Chelsea, has Young next to
the line: ’ITV, you’re late and you know you are. The news is now at 6pm
Jim Hytner, the marketing director of Channel 5, said: ’We are trying to
break through with a smaller marketing budget, which means our marketing
has to work harder and we must be braver. By using ITV’s high-profile
news move, we can engage viewers in our marketing.’
The campaign is through Walsh Trott Chick Smith. It was written by Sean
Larkin and Graham Sherlock, art directed by Cathy Hutton and Neil Croker
with photography by Harry Borden.
Media was bought and planned by Walker Media.