MTV UK & Ireland has appointed Equinox Communications to handle all
the UK media planning and buying for its six music television
Equinox pitched last month against BBJ and Target Media. Equinox was the
incumbent for VH1 and now takes over media planning and buying for the
other channels from the incumbent Universal McCann.
Targeting 16- to 34-year-olds, the MTV stable comprises the main
channel, MTV, VH1 and the four MTV Networks’ UK digital channels: MTV
Extra, MTV Base, MTV2 and VH1 Classic.
Equinox will be working alongside MTV Networks UK’s retained advertising
agency, Magic Hat, and will also be responsible for co-ordinating all
bartered media activity, with a media spend of more than pounds 1
The media pitch was overseen by MTV’s recently appointed vice-president
of marketing, David Pullan, and Virginia Monaghan, the marketing
Kevin Morton, the managing director of Equinox, said: ’David Pullan is
his own man so we had to prove to him that we were capable. We also had
to prove to both David and Virginia that we had the same level of
understanding of their marketplace.
’MTV, like all our clients, has very big business objectives and tough
targets. It needs a strong media company to achieve them.’