Grey and MediaCom have won the pounds 1.5 million launch of the
Weather Channel following a two-way contest against Walsh Trott Chick
Smith, which pitched with Rocket.
Grey beat off a shortlist that also included DMB&B and J. Walter
Thompson (Campaign, 28 February).
The agency has now been briefed to create a mass consumer campaign as
the Weather Channel embarks on its first branding work.
The planned push will use posters, consumer and trade press, and will
roll out in the third quarter of the year in the UK and Holland.
Bob Bradley, director of network development at the Weather Channel,
said: ’We were looking for an agency that knew how to launch a brand and
carry it through. Grey was focused on a ’leadership’ campaign as opposed
to the ’big idea’. Grey also brought a full package of support on the
Continent through its network.’
The Weather Channel launched on 1 October last year in the UK on the Sky