The Network, Ogilvy and Mather’s media operation, has scooped the pounds
6 million media buying task for ITV’s new advertising campaign.
The Network was officially appointed at a meeting of the ITV Marketing
Group this Wednesday after a three-way pitch. It saw off competition
from ITV’s media incumbent, MediaCom, and CIA Medianetwork.
The media review follows the appointment of M&C Saatchi to handle ITV’s
creative account earlier this year (Campaign, 19 January). M&C Saatchi
was instrumental in the decision to appoint the Network. The agency was
closely involved in the pitching process.
Significantly, Optimedia, M&C Saatchi’s media partner on the British
Airways account, did not take part in the final pitch. Observers have
suggested that the relationship between the two companies is not one of
an automatic partnership.
Martin Bowley, the managing director of Carlton UK Sales and deputy
chairman of the marketing group, said: ‘Mandy Pooler [the managing
director of the Network in the UK] displays such a passion for the TV
business and this is a great opportunity for us to harness her
Pooler commented: ‘We have always believed that it’s in all of our
interests to have a strong ITV.’
The first burst of ITV’s advertising is due to break in the early
spring. It is designed to capitalise on the popularity of some of the
channel’s programme properties to promote ITV as a brand.