NEWS: PHD sets up new arm for TV deals

Pattison Horswell Durden is making a bold bid to move beyond traditional media planning and buying and into TV programme-led communications with the launch of its first subsidiary, PHD BigTime.

Pattison Horswell Durden is making a bold bid to move beyond traditional

media planning and buying and into TV programme-led communications with

the launch of its first subsidiary, PHD BigTime.



BigTime will be headed by Tess Alps, a partner in PHD and the agency’s

broadcast director. The PHD director, David Pattison, will be chairman

of the new company.



As BigTime’s managing director, Alps will concentrate on devising new

commercial opportunities for advertisers, such as advertiser-funded

programming and tailor-made sponsorships.



The creation of BigTime is a formal recognition of the direction PHD is

taking some of its clients. The agency worked with the ITV Network to

create a film package, ‘leading ladies’, for Lil-Lets to sponsor. It

also associated the Midland Bank with ITV’s Moving Story series and

Polaroid with Channel 4’s Don’t Forget Your Toothbrush. PHD is keen to

branch out into devising programmes that advertisers can co-fund or

sponsor.



Two clients have already signed up for BigTime - an unnamed fmcg

advertiser and Tempo Electrical stores, for which BigTime will be

developing a programme idea.



All ventures will work within the Independent Television Commission’s

codes on programme sponsorship.



Alps said: ‘We’ll be able to write programme formats suitable for

specific clients to get involved with, and then find the right

production company to make the programme and work with us to sell the

show to the broadcasters.’



She believes that, as the number of TV channels increases, there will be

more opportunity for advertisers to get involved in programme

associations and more reason for advertisers and broadcasters to work

closely together to capitalise on this.



‘Programme quality is coming under increasing pressure,’ Alps explained,

‘and it is genuinely in advertisers’ interests to maintain quality

standards. Advertiser-funded programming will be one way of doing this,

while also coping with ad clutter and allowing advertisers to give

something back to their customers.’



Headliner, p19



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