MediaVest scoops pounds 7m Edison Interactive business

Edison Interactive, the digital broadcast company, has handed MediaVest its pounds 7 million media planning and buying account and has kicked off the search for a creative agency to handle the launch of its new entertainment website, Switch2.net.

Edison Interactive, the digital broadcast company, has handed

MediaVest its pounds 7 million media planning and buying account and has

kicked off the search for a creative agency to handle the launch of its

new entertainment website, Switch2.net.



MediaVest scooped the business after a pitch against a number of media

agencies, including Booth Lockett Makin. It will start work immediately

on the media schedule for the Switch2.net launch early next year. The

agency will work alongside Edison’s strategic media partner, 86, which

was involved in overseeing the media pitch process.



Switch2.net will provide web-based news, information and reviews on the

entertainment sector and plans to expand into live events and radio

programming.



The launch campaign will include advertising both on the internet and in

mainstream media.



Spend levels are expected to be between pounds 7 and pounds 10 million

during the first 12 months.



David Wardlaw, the head of broadcast at Edison Interactive, said: ’We

have a number of Switch2 channels to launch in the next six months and

we needed to get some talented players on board. MediaVest and 86 will

work very well together as the dream communications team that we need to

help market the energy, spirit and attitude of Switch2.net.’



Robert Ray, the joint managing director of MediaVest, said that the win

represents a significant addition to the agency’s new-media client

portfolio.



’The brief is challenging and will enable us to fully exploit our

integrated approach to on and off-line media strategy.’



Edison is currently talking to a number of creative agencies, including

HHCL & Partners and Fallon McElligott, about the launch creative

campaign for Switch2.net. Presentations are underway and Edison is

expecting to award the creative business early next month.



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