NEWS: Zenith scoops work for Discovery to end talk of BSkyB clash

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.

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

BSkyB business.



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

comment.



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