MediaCom wins spot on ITV Digital's roster

MediaCom has won a place on the £27 million ITV Digital

roster alongside PHD and Naked.

The agency's appointment comes as the digital television company looks

to incorporate direct marketing into its marketing strategy, moving away

from its purely brand-led communications.

MediaCom will handle planning and buying across ITV Digital's direct

marketing. Its appointment to the roster will not affect the position of

the other roster agencies. Naked will continue to handle the overall

communication strategy on both ITV Digital and ITV Sport, with brand

planning handled by PHD.

Naked was appointed by ONdigital in May last year to give advice on

media strategy and communications when it rebranded as ITV Digital. PHD

has been on the roster since winning the business in 1997.

ITV Digital appointed Mother to the £27 million account in June

last year, at which time the agency also won the launch of the ITV Sport


Mother created Monkey and Al, the stuffed toy and his couch-bound

sidekick, to popularise digital television. The agency needed to help

ITV Digital turn about poor sales, defecting consumers and low brand


MediaCom's addition to the roster is expected to see Monkey and Al

appear in direct marketing correspondence.

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