TBWA London takes on Channel 5's promotion

TBWA/London will rebrand Channel 5 and promote its autumn programming schedule when it begins work on the £6 million account next month.

The agency won the business in a pitch against Leo Burnett and Leagas Delaney, and will work alongside the positioning and planning agency WalkerBannisterBuss, which was appointed this week. The incumbent agency, Walsh Trott Chick Smith, did not repitch.

The TBWA managing partner Jonathan Mildenhall explained: "Our job is to accelerate consumer awareness of Channel 5's ever-improving content."

The agency is working on the launch of a programme, Combat Cars, airing in September in which production line cars are transformed into remote-controlled machines.

The Channel 5 director of marketing, David Pullen, who was appointed in February 2002 and called a review shortly afterwards, said: "It was a keenly fought contest, and all of the shortlisted candidates were of exceptional ability. However, TBWA's track record speaks for itself and provides the best fit with Channel 5. I'm confident that its creative strength and strategic know-how will support the future of the channel's brand."

The TBWA chairman and creative director, Trevor Beattie, said: "It will be a delight to work with Channel 5. It has startling plans for the future which we can't wait to be a part of."

WTCS held the Channel 5 account for three years, following Mother's resignation from the business in 1998, originally on a temporary basis. WTCS was handed the account after a pitch was called off, and has created a series of poster ads including last year's "smiles

campaign, which angered ITV with the tagline, "6pm news on 5 (repeated 6.30pm on ITV)."

Channel 5, which is owned by Germany's RTL and United News & Media, has seen a steady improvement in its share of audience from 4 per cent at its launch to 11 per cent now. After last week's Communications Bill, the channel is also a ripe target for those wishing to buy a UK terrestrial channel.

Kevin Lygo joined from Channel 4 to oversee arts coverage and build up a better quality audience and money has been spent on buying shows such as Home and Away and making documentaries.