Farm wins Sex and the City business

The Paramount Comedy Channel has parted company with TBWA/London

and appointed Farm to handle creative for its launch of Sex and the

City, which will be broadcast on the channel from January.

The split with TBWA followed Paramount's decision to discontinue

retaining agencies and instead plough its marketing budget into

individual projects.

The channel spent more than £1 million on advertising last year.

Farm pitched against a shortlist of six agencies for the Sex and the

City project, with TBWA included on the pitchlist.

"Farm has come up with an innovative theme for the campaign and it will

be working closely with our on-air and PR teams, ensuring a consistent

message," Chris Hancox, the director of marketing and research at

Paramount Comedy Channel, said.

The broadcaster is also conducting a review of its media account, which

is held by Booth Lockett Makin. A media agency will be appointed on a

retained basis.

The campaign for Sex and the City is expected to include TV, press and

posters as well as ambient elements. "We have created a theme that

promotes Sex and the City from a different angle as well as staying

faithful to the brand," the Farm partner Robert Smith said. "We're

looking forward to getting started and contributing in more ways than

simply creating effective advertising."

TBWA's last campaign for Paramount featured a subversive London bus tour

guide who gave naive tourists misleading information.