PlayboyTV appoints Quiet Storm to £2m TV advertising task

PlayboyTV, the soft porn pay-TV channel which is part of Hugh Hefner's empire, has hired Quiet Storm.

The agency won the £2 million task after a two-way pitch against Malcolm Moore Deakin Hutson. The head of marketing at PlayboyTV, Richard Gale, spearheaded the review process.

Quiet Storm will be handed the task to move the channel's appeal from what it dubs the "mac brigade to a more affluent audience.

PlayboyTV is also hoping the agency will reduce its reliance on "freeviews", the ten-minute segments of programming that do not charge for viewing, aimed at enticing potential viewers into taking out subscription.

Gale has stated that the campaign, due to break later this year, will include TV and print work, and will be the largest marketing spend from the company yet.

The agency appointment is the precursor to PlayboyTV's return to television advertising for the first time since its £1.5 million launch through Saatchi & Saatchi in October 1995. Equinox Communications will continue to handle media buying.

PlayboyTV is also launching five websites as part of a digital strategy to attract mainstream advertisers wanting to target a predominately male audience with substantial disposable income.

PlayboyTV.co.uk, a subsidiary of Playboy Enterprises, has about 175,000 unique site users. It argues the figure already makes it a credible online proposition for major carmakers and an alternative platform for advertisers as the lads' mag readership declines.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).