Zenith Media has scooped the pounds 1.5 million account for the
educational satellite TV station, the Discovery Channel, out of John
Ayling and Associates.
The win comes two months after Zenith’s sister agency, Bates Dorland,
picked up the creative business after a four-way pitch against Duckworth
Finn Grubb Waters, Butterfield Day Devito Hockney and the incumbent,
Harari Page (Campaign, 29 March).
The appointment of Zenith brings to an end any doubts about the media
dependent’s ability to handle the account. It had been regarded by some
observers as a potential conflict with its pounds 14 million centralised
The account first came up for grabs in February when Discovery began
looking for new partners to help it appeal to a wider audience by
becoming a source of entertainment rather than just information.
The challenge for both Zenith and Dorlands is to put right many
misconceptions about Discovery. A new campaign will roll out primarily
in the UK, where the bulk of the its subscribers are based. Discovery is
keen to use the UK as a platform for a major push into Europe.
Chris Turner, the marketing director of Discovery, said the brief
currently covered only Discovery but may be expanded to include its
sister station, the Learning Channel.
John Ayling, the managing director of Aylings, commented: ‘Once Dorlands
picked up the creative account, it was natural they would want to work
with Zenith. We had a good relationship with the client.’
Graham Duff, the joint managing director of Zenith, was unavailable for