MTV seeks agency for UK launch

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.

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

million.



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

task.



’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

added.



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.’