Five shifts £7m media from Walker to Vizeum

Five has moved its £7m media planning and buying account out of Walker Media into Vizeum, as it looks to switch more activity away from traditional media channels into more experiential marketing.

Five director of marketing and strategy David Pullan said the review stemmed from a need to examine a broader spectrum of opportunities, in the wake of last year's rebranding from Channel 5.

"You might call it media-neutral planning, but we want to broaden the levels of communication with viewers - less talking at them and more engaging with them and delighting them," said Pullan.

"We now need to think about how we differentiate our marketing behaviour in line with the changes made in programming," he added.

Five recently announced a move away from the programming formula that established the channel, famously summed up by former managing director Dawn Airey as "films, football and fucking".

The late-night adult movies and sex programmes are to be dropped, with more original programming, more arts and factual and more first-run movies being commissioned.

Pullan, who added a strategic development brief to his marketing responsibilities in August, said future marketing would focus more on overall connections between programmes, the brand and the viewers.

This strategy, he added, integrated with Vizeum's "connectology" approach to media planning.

Although reaching mass audiences through traditional media channels will still be important, there will be greater emphasis on developing creative marketing executions that enhance the main thrust of the campaign.

"They might account for 10% of the budget, but may have 30% to 40% of the impact," said Pullan. "An example was our campaign around the evolution of Michael Jackson's Face."

For the remainder of this year, Five's marketing will focus on key programmes including Robot Wars and Donal MacIntyre's series, MacIntyre's Millions, which airs for three weeks in December. Creative moved last year from Walsh Trott Chick Smith to TBWA\London.

Vizeum won the business after being shortlisted with Walker Media and MediaCom. Walker Media had held the business for the past five years after taking over from Five's launch agency, Carat.