NEWS: Saatchis nets first Channel 5 task

Saatchi and Saatchi has landed the first pounds 5 million tranche of advertising for Channel 5 as the fledgling channel gears up for its launch next year.

Saatchi and Saatchi has landed the first pounds 5 million tranche of

advertising for Channel 5 as the fledgling channel gears up for its

launch next year.



The agency, which worked with Channel 5 on its initial licence bid, was

tipped to win the business despite the station seeing presentations from

other agencies including WCRS (Campaign, last week).



Media planning and buying will be handled by TMD Carat, which won the

entire pounds 10 million Channel 5 account three weeks ago (Campaign, 12

April).



Saatchis’ task will be to communicate to ten million customers across

the country the obligatory retuning of television equipment for the

channel’s 1997 launch. A second agency will be recruited later in the

year to work on the launch advertising campaign, which will provide the

channel’s core branding message.



David Brook, Channel 5’s marketing director, said: ‘Saatchis has the

resource and the experience in handling large-scale integrated projects.

It will take a total communications approach to see us through all the

stages of the retuning.’



Adam Crozier, Saatchis’ joint chief executive, who led the pitch, said:

‘It’s a fantastic opportunity for us to have a real relationship with

Channel 5. It’s the most exciting media event since the launch of

Channel 4 and it’ll be great to be part of that. We have an enormous

task ahead of us but we feel very confident.’



The first activity through Saatchis is expected to break in August with

a mixed media campaign. Consumers will be invited to call a telephone

number to arrange for an engineer to visit.



Crozier added: ‘This is a giant direct response campaign. Everyone will

have to act in some shape or form. But the task should get smaller as

the campaign continues.’



Channel 5 Broadcasting, a consortium led by Pearson - the owner of the

Financial Times - and MAI Group - which controls Anglia and Meridian -

won the ten-year licence to run Britain’s fifth and final terrestrial

television channel last October.



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