Disney Channel UK gives £1.5m role to Wieden & Kennedy

Wieden & Kennedy London has won a place on the Walt Disney Company

roster by taking the above-the-line creative task for the Disney Channel


The agency took the account, worth £1.5 million, without a pitch

and will unveil its first work for the channel this Saturday with a

radio campaign to promote a new series, The Proud Family.

Nick Richards, the marketing director of the Disney Channel, said: "I

was really impressed by W&K's previous brand work." The account moves

from Leonardo.

TV, radio and print ads will be backed by an interactive campaign that

sees Disney taking ad space on major internet servers.

Richards said: "It's a competitive market with the growth of

multi-channel homes. We need to compete for our share of the kids'

audience. We will make sure our communications are relevant and W&K will

help us do this."