NEWS: Bravo chooses PHD Compass for media as Aylings bows out

PHD Compass has snatched the pounds 1.5 million media planning and buying account for the cable and satellite TV channel, Bravo, from John Ayling and Associates.

PHD Compass has snatched the pounds 1.5 million media planning and

buying account for the cable and satellite TV channel, Bravo, from John

Ayling and Associates.



The win comes after an informal review, which began earlier this year,

led by Bravo’s head of marketing, Jane Norris. Norris approached a

number of agencies to discuss the account, but declined to name them.



PHD Compass will start work immediately on an autumn campaign in

conjunction with Bravo’s creative agency, Harari Page. It will develop

the channel’s long-term strategic positioning by building on its quirky

image.



Norris said it was too early to say which media Bravo would use.



She said: ‘PHD Compass is known for its creative approach and Bravo is a

very quirky, off-the-wall channel - but we want to make it more so.’

Norris added that this year’s adspend was likely to reach pounds 1.5

million.



The PHD Compass media director, Mark Girling, said: ‘There is a short-

term job to be done and a long-term strategic challenge about how the

channel will develop.’



Most Bravo ads are programme-specific, promoting the channel’s range of

cult TV re-runs such as Jason King.



Aylings’ loss will be mitigated by news this week that the agency has

picked up the pounds 5 million LG Electronics account (story, p5).



Topics