Equinox plans youth drive for MTV’s six UK channels

Equinox Communications is working on a multi-media planning and buying brief for MTV’s six UK channels.

Equinox Communications is working on a multi-media planning and

buying brief for MTV’s six UK channels.



Kevin Morton, Equinox’s managing director, and Simon Cole, planning

executive, have already bought poster sites and space in the national

press since landing the contract earlier this month.



They are also contemplating booking spots on Virgin Radio and a variety

of smaller stations, including Xfm and the Galaxy network, but their

decision depends on the stage of the campaign.



Equinox and creative agency Magic Hat have been asked to formulate a

campaign linked to music culture to capture the imagination of 16- to 34

-year-olds.



Equinox has a budget of around pounds 1 million to spend on the main MTV

channel, VH1 and the four digital channels MTV2, MTV Extra, MTV Base and

VH1 Classic.



The media company, which has already worked for VH1, pitched last month

against BBJ Media Services, Target Media and the incumbent Universal

McCann to win the account.



MTV is the second media owner to hire Equinox, which also handles the

Granada TV and LWT accounts.



The agency’s other clients include Fox’s Biscuits, Du Pont, Britannic

Assurance and Douwe Egberts.



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