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.
