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.