Flextech Television has hired Michaelides & Bednash to develop an
integrated brand strategy for its four wholly owned TV channels.
Flextech is overhauling the way it promotes the channels and aims to
give each of them strong brand identities.
M&B will begin working on Bravo and Living, Flextech’s biggest channel
brands, which are both planning major programming initiatives for
Later in the year, M&B will also pick up briefs for Flextech’s Trouble
and Challenge channels.
The agency will work across all of the brands’ on- and off-air marketing
activity, including Flextech’s pounds 6 million above-the-line budget
M&B’s first task will be to help launch Flextech’s new flagship
programme, Late Lounge, which starts on 22 February.
Jonathan Webb, Flextech’s marketing director, said: ’We need to create
culture brands with clear and consistent values. M&B understands that
this is more than a branding exercise; it’s about weaving the channels
into popular culture.’
M&B already handles media strategy for Channel 4 and previously worked
on the launch of Channel 5.