Pattison Horswell Durden has snatched the pounds 4 million media
planning and buying task for the satellite television channel, UK Gold,
from the incumbent, the Media Centre.
PHD, which already handles the media account for UK Gold’s sister
channel, UK Living, won the centralised business without a pitch and
will take on the account early next year.
Ian Riley, UK Gold’s marketing director, admitted that he would not be
renewing the agreement with the Media Centre for 1996.
‘Next year will see a change in the way that UK Gold is advertised and
marketed,’ he said. ‘There will be a new branding campaign and a
different programming strategy. Our relationship with the Media Centre
has come to a natural conclusion and now seemed a good time for a
Riley added that he had been impressed with PHD’s quality of thinking,
and said that the agency’s planning skills would be increasingly
important in helping to drive the channel forward through its next stage
Nick Horswell, a partner at PHD, said: ‘We’re very proud of the work
we’ve done for UK Living and it’s always great to be given more business
from an existing client.’
The Media Centre loses just over pounds 1 million of UK Gold media
business, but the account is to be worth up to pounds 4 million for PHD
because of a planned increase in activity for the station in 1996. UK
Gold is understood to be planning a more mainstream advertising and
marketing drive next year.
The channel has already kicked off a review of its creative account
(Campaign, 13 October) and is down to a shortlist of two agencies - GGT
and Rainey Kelly Campbell Roalfe. The creative incumbent, D’Arcy Masius
Benton and Bowles, a sister company to the Media Centre, was knocked off
the pitch in the early stages.
GGT and Rainey Kelly’s creative proposals are now in test, and a
decision on the winner is expected by Christmas.