Beyond Interactive, the online ad agency, has won the digital marketing account for the Cartoon Network following a three-way pitch.
Beyond's brief is to build the online profile of the Cartoon Network and to drive traffic to the website, cartoonnetwork.co.uk. Marketing initiatives for the brand will be aimed at children of all ages.
The agency will be working with the Cartoon Network's in-house creatives on the online advertising campaign, which will use varied digital advertising technologies.
Media21's transformation to a full-service digital ad agency since its rebrand to Beyond Interactive last year has left it without an in-house creative department.
Until now, mobile marketing for The Cartoon Network has been handled by Grey Interactive, but Beyond's managing director, Nick Suckley, said that the agency would be looking to launch some mobile marketing for the brand. It is not clear whether this will affect Grey Interactive's share of the task, and the agency was unavailable to comment.
Suckley said: 'We're aiming to move activity beyond the standard creative format to capture the imagination of this demanding audience. We've looked at a variety of digital media, which we will use to communicate messages in a stimulating way.'
The Cartoon Network, which is a 24-hour cartoon channel, recently launched a broadband platform and the online ad campaign is the next step in its new-media strategy.
Its website was created by both Deepend and the channel's in-house digital creative department.