Open, the interactive digital television service from British
Interactive Broadcasting, has handed its pounds 15 million media
planning and buying business to MindShare.
Despite tentative talks with rival media agencies, BIB decided to
appoint MindShare to the task without a formal competitive pitch after
working with the company on strategic planning since February last
MindShare won the strategic business after its sister creative agency,
Ogilvy & Mather, won BIB’s creative account last year.
The two agencies have helped to steer BIB’s launch marketing plans.
MindShare will now take on implementational planning and buying for
Open, which is due for a full UK launch this autumn, backed by a pounds
15 million campaign.
Nick Mercer, Open’s marketing director, said he had been impressed with
MindShare’s media planning work ’so it was an obvious choice to extend
their remit to media buying’. He added: ’Working with MindShare, the
Open brand will become a household name recognised as an easy and
fun-to-use, mass-market e-commerce service.’
BIB appointed the below-the-line agency, Archibald Ingall Stretton, to
handle all direct marketing last month. The company announced last week
that it had signed up W. H. Smith, Going Places, Abbey National, Yellow
Pages and Manchester United as new interactive partners. MindShare’s
Ford and Unilever clients have already signed up to provide interactive
According to Simon Rees, the managing director of MindShare, the launch
of Open ’will definitely be a watershed in the history of television in