Mother won the account after a three-way pitch against Dare and Abbott Mead Vickers BBDO. The appointment was made by Simon Michaelides, the UKTV marketing director.
The move reunites the agency with UKTV after a six-year hiatus. Mother had previously worked for the broadcaster on campaigns including the 2003 "UKTV brings you home" umbrella activity, but the relationship ended in 2006 when the ad business was moved in-house.
Mother's first campaign for UKTV will break in early 2013. UKTV continues to work with Red Bee Media, which handles trailers for the network and off-air advertising for its other channels.