Mother scoops pounds 30m ITV Digital launch brief

Mother has picked up an estimated pounds 30 million in billings

this week, winning the task to rebrand ONdigital as ITV Digital. It has

also scooped the launch of the new pay-TV channel, ITV Sport.

The agency won the ITV Digital account after Partners BDDH, WCRS and

Publicis pitched last week. The incumbent agency, BMP DDB, was not

invited to repitch for the account, which has spent pounds 27 million

over the past year.

Mother beat BMP and Leagas Delaney to the ITV Sport channel, which is

set to launch in August. Communication strategy for both pieces of the

business will be by Naked, with buying by New PHD.

The campaign to rebrand ONdigital as ITV Digital will focus heavily on

television advertising, but will also run in print, outdoor, guerilla

marketing, online and instore. It is expected to break over the


It is believed that ITV Digital is looking to dramatically increase its

share of the digital television market. It recently announced that its

expected break-even point and target audience of 1.7 million subscribers

would not be reached until between 2003 and 2004.

Sky Digital holds the lion's share of the market with more than five

million subscribers.

Andrew Marr, a spokesman at ONdigital, said: "We went through a rigorous

process, and at the end of the day, Mother's ideas were the ones that

worked best for us. They demonstrated a mixture of strategic thinking

and creativity that we thought would work very well with our brand."

Stef Calcraft of Mother added: "The opportunity for the ITV brand to

extend into the digital arena is enormous. The team at ITV Digital

clearly wants to change the market and this, combined with their

resources, makes this an incredibly exciting set of briefs for


BMP won the task to launch ONdigital in August 1998. However, none of

the senior clients responsible for the agency's appointment are still

with the media owner.