Mother has picked up an estimated pounds 30 million in billings
this week, winning the task to rebrand ONdigital as ITV Digital. It has
also scooped the launch of the new pay-TV channel, ITV Sport.
The agency won the ITV Digital account after Partners BDDH, WCRS and
Publicis pitched last week. The incumbent agency, BMP DDB, was not
invited to repitch for the account, which has spent pounds 27 million
over the past year.
Mother beat BMP and Leagas Delaney to the ITV Sport channel, which is
set to launch in August. Communication strategy for both pieces of the
business will be by Naked, with buying by New PHD.
The campaign to rebrand ONdigital as ITV Digital will focus heavily on
television advertising, but will also run in print, outdoor, guerilla
marketing, online and instore. It is expected to break over the
It is believed that ITV Digital is looking to dramatically increase its
share of the digital television market. It recently announced that its
expected break-even point and target audience of 1.7 million subscribers
would not be reached until between 2003 and 2004.
Sky Digital holds the lion's share of the market with more than five
Andrew Marr, a spokesman at ONdigital, said: "We went through a rigorous
process, and at the end of the day, Mother's ideas were the ones that
worked best for us. They demonstrated a mixture of strategic thinking
and creativity that we thought would work very well with our brand."
Stef Calcraft of Mother added: "The opportunity for the ITV brand to
extend into the digital arena is enormous. The team at ITV Digital
clearly wants to change the market and this, combined with their
resources, makes this an incredibly exciting set of briefs for
BMP won the task to launch ONdigital in August 1998. However, none of
the senior clients responsible for the agency's appointment are still
with the media owner.