NEWS: Dream team lines up for C5 ads blitz

Channel 5 is shunning the traditional agency route for its launch next March in favour of a ‘dream team’ of talent assembled from a variety of sources.

Channel 5 is shunning the traditional agency route for its launch next

March in favour of a ‘dream team’ of talent assembled from a variety of


This looks set to include a two-man Dutch creative team - Erik Kessels

and Johan Kramer - who are tipped to work creatively on the account,

which will be backed by an above-the-line spend of around pounds 5

million next year.

C5’s marketing director, David Brook, declined to comment on Kessels and

Kramer’s appointment. How- ever, it is understood that WCRS, BDDH,

Rainey Kelly Campbell Roalfe and Howell Henry Chaldecott Lury have been

told they are not in line for the business, leaving only Maher Bird

Associates from the original pitch-list under consideration.

It is unclear whether Maher Bird will have a role to play, but sources

indicated that Brook’s preferred creative option is the Kessels and

Kramer team.

Kessels and Kramer would work alongside the other professionals in the

core launch team. So far, these include Wolff Olins, which is to control

all aspects of design; TMD Carat for media buying; and Michaelides and

Bednash, to help with media and communications strategy as well as


The station’s on-screen look will be the province of a newly hired

specialist from the US. New PHD is also working with C5, although its

precise role has not been clarified.

Brook has long been a fan of picking talent selectively from different

companies, rather than using traditional full-service agencies. He is

said to consider full-service agencies less flexible and cost-effective

than a bespoke dream team.

Kessels and Kramer have agency experience at GGT and Chiat Day in

London, but began to devote more time to their own Amsterdam-based

company, KesselsKramer, last year. While in London, they created

commercials for Capital FM and Ariston as well as idents for the

children’s channel, Nickelodeon.

C5 has confirmed that it is on-target for its Easter launch date, with

3.4 million homes retuned as of 29 November, according to official

figures issued with the full agreement of the Independent Television


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