Channel 5 has appointed Michaelides and Bednash in a groundbreaking move
that will involve the specialist media strategy agency in programme
scheduling and commissioning consultancy work, as well as branding
The win is a coup for the agency, which has been fighting for
recognition of the importance of qualitative research in areas beyond
traditional media planning.
The media brand consultant, Simon Jameson, has also been hired by the
These latest hirings follow the appointment last month of Pattison
Horswell Durden in a similar brand consultancy role for Channel 5.
Graham Bednash, a partner at M&B, said: ‘We will be using our media
skills to enable Channel 5 to understand best how people experience
today’s media and to exploit research opportunities.’
Research by M&B will be used to help the new channel - which goes on-air
in 1997 - to commission and schedule programmes and establish a brand
M&B’s work will be vital to Channel 5, which will not initially be
monitored by Barb.
Channel 5 said that PHD and M&B will be working on separate projects.
Both are on retainers and form part of the marketing director, David
Brook’s, ‘core marketing team’.
‘M&B is well-known for its creativity and effectiveness in using media,
and I am very pleased to be working with it to differentiate the Channel
5 brand,’ Brook said.
Brook is understood to have had general discussions with M&B.
He became interested in its work for Tango, Martini and the Automobile
Association when he was marketing director of the Guardian.