NEWS: Michaelides and Bednash lands Channel 5 task

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 issues.

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

issues.



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

station.



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

identity.



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.



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