Naked has won the account to act as creative strategy consultants across all MTV UK and Ireland brands while 4creative, the creative services arm of Channel 4, has won the brief to develop creative for VH1-branded channels after a six-way pitch.
MTV hopes Naked's appointment across channels including MTV, VH1, MTV Hits and MTV Dance will help it achieve a more integrated approach. The agencies will report to James Scroggs, the marketing director for MTV-branded channels, and the VH1 marketing director, Anna Bateson.
Scroggs said: "Naked's track record of devising groundbreaking campaigns led to us appointing them as consultants across the channels. In effect, they will be the glue that binds the team and allow us to manage the portfolio to best effect."
Malcolm Moore Deakin Hutson, now part of Faulds Advertising, had previously handled activity on the VH1 account. However, 4creative produced work for the channel to promote its 100 Greatest Women programming.
Equinox will continue as MTV's media planning and buying agency, with Point Blank as the lead agency on MTV branded channels.
Bateson said: "Our ratings have been growing for four consecutive quarters and we have initiatives coming up this year that will raise the profile of the channel further. We needed an agency to help us maximise the potential of these and decided that 4creative has the right mix of creativity, energy and in-depth understanding of our target audience to deliver."