MTV Europe is looking for an advertising agency to handle the
launch of its dedicated UK service this summer, and is preparing to
offer advertisers new commercial opportunities on the station.
In the past MTV has worked with agencies on a project-by-project basis
and has no incumbent agency on board. Four companies are to pitch for
the launch account, which is expected to be worth around pounds 1
Rainey Kelly Campbell Roalfe, which works with MTV’s sister channel,
VH-1, will pitch against the Swedish agency, Garbergs; the Duckworth
Finn Grubb Waters offshoot, Ideas Exchange and the strategic
communications company, A Vision.
Giles Thomas, the head of affiliate marketing at MTV, said the idea was
to find a creative and innovative communications solution, and that a
traditional above-the-line agency would not be suitable for the
’This is the biggest thing we’ve ever done in the UK and we’re going
back to the drawing board to find the most appropriate agency,’ Thomas
The dedicated UK channel is due to launch this summer to boost ratings
and offer audiences a greater range of advertising opportunities to
reach a UK-only audience.
The new MTV channel will have a music remit for a UK audience, with
British presenters, more British personalities, new UK-produced shows
and a higher speech content.
In addition to UK-orientated music videos, the programme line-up will
include lifestyle features, news and youth entertainment.
According to Chris Dobson, who will head the UK sales operation, UK-only
sponsorship opportunities will be available as new UK-produced shows are
launched to target the domestic audience.
Dobson said: ’Our sponsorship targets are ambitious because our brand
has a high value. The challenge is not to cannibalise spot revenue.’