Flextech appoints M&B to implement branding overhaul

Flextech Television has hired Michaelides & Bednash to develop an integrated brand strategy for its four wholly owned TV channels.

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

1999.



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

for 1999.



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.



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