Miles Calcraft Briginshaw Duffy has scooped the estimated pounds 3.5 million advertising task to promote Carlton Television's revamped website , Carlton.com.
MCBD picked up the business without a pitch and this week began working on its first ads for the site, which are due to break mid-February.
Carlton.com is managed by the Carlton Interactive division of Carlton Communications. The portal brings a number of different internet entertainment services together under the Carlton banner, including music, film, games and shopping. The Popcorn.com film site and what was the Jamba games site are now fully integrated into Carlton's online offering.
Elements from the site are expected to be integrated into a new ITV.com website later this year, and there are also plans to make Carlton.com a key plank of Carlton's interactive advertising offering by linking the site to TV ads.
The new advertising push will see Carlton target a wide internet audience, capitalising on its TV brand but also driving users to sites with a broader entertainment appeal. The first ads from MCBD will focus on the music site, which encompasses reviews and special offers. Ads will break in the press, on radio and online within the next few weeks.
Neil Dawson, MCBD's director of planning, said: 'Carlton is a famous and ambitious brand. The account will allow us to exercise our credentials in understanding how on- and offline communications can work together to enhance the brand.'