MTV Networks calls advertising review to revitalise VH1

LONDON - MTV Networks is reviewing its VH1 TV music station account and is looking for a new creative agency to revitalise the brand and reposition it in Europe.

Six agencies are pitching for the business, with a brief to get more people to "think again" about the channel.

VH1's new director of marketing, Anna Bateson, is conducting the pitch.

It is not known if the incumbent, Malcolm Moore Deakin Hutson (now part of Faulds Advertising), is repitching for the business.

That agency was joined on VH1's roster last August by 4creative, Channel 4's multimedia creative agency. 4creative produced its most recent work, promoting the channel's '100 Greatest Women', using the 80s pop star Sinitta.

MMDH's previous creative work for the brand included a campaign in 2001 for VH1's 'Divas Live' show, and ads for its sister station MTV.

At the time of Bateson's appointment last November, she said that she would be exploring media partnerships and appropriate brands, events and sponsorship, as well as rethinking the channel's above-the-line advertising strategy.

VH1 has a target market of 25- to 45-year-olds, and features classic rock music from the 80s and 90s as well as current bands.

Bateson joined the company following a shake-up at MTV last year when the former marketing director, David Pullen, and his deputy, Simon Downing, left to run the marketing department at Five.

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