Bates Communications has been appointed to handle the creative work for a
campaign to boost viewing figures for European Business News, the fledgling
satellite and cable TV channel.
The Bates Dorland group’s through-the-line subsidiary is currently
working on ads that will break across the Continent early next year. It
aims to recruit new viewers and encourage existing ones to tune in more
often.
Industry sources predict a spend of between pounds 2.5 and pounds 4
million, above and below the line. Media buying remains with CIA
Medianetwork.
Bates Communications, which takes over the creative assignment from the
US agency, Ryan Drossman, was awarded the business without a pitch, on
the strength of the viewer-loyalty programme it has been developing for
the channel since September.
Frances Whitehead, EBN’s marketing director, said: ‘Awarding the agency
the advertising brief seemed the most logical step.’
