Channel 5 appoints Magic Hat to handle summer roadshow

Channel 5 has appointed Magic Hat to produce a through-the-line

campaign for its summer roadshow, "5 Gets Out of its Box".

The McCann-Erickson youth division has developed an integrated campaign

including 48-sheet poster sites, local press ads and local radio


The campaign will support the arrival of the tour in Weston-Super-Mare,

Blackpool and Leeds over the next two months.

However, Channel 5's marketing and communciations director, Jim Hytner,

was quick to deny any suggestions that the project represented a threat

to Channel 5's three-year incumbent agency, Walsh Trott Chick Smith.

"Magic Hat has done a fantastic job on developing this event for us," he

said. "But Channel 5 is about as likely to give their above-the-line

account to 4creative."

Magic Hat has attempted to move its reputation beyond promotions and

project work since its relaunch in April. McCann UK's executive planning

director, Robin Lauffer, and creative director, Luke White, were drafted

in to head the division following the departure of Magic Hat's founder,

Simon Aboud, who left to become a director.

Since relaunching, the agency has picked up the £2 million

creative account for Cobra beer and a poster campaign for the ice-hockey

team London Knights.

Channel 5 has not yet announced a replacement for Hytner, who is leaving

to take up the post of marketing and commercial director at ITV. Channel

5 has drafted in headhunters to fill the post.