Saatchi and Saatchi has landed the first pounds 5 million tranche of
advertising for Channel 5 as the fledgling channel gears up for its
launch next year.
The agency, which worked with Channel 5 on its initial licence bid, was
tipped to win the business despite the station seeing presentations from
other agencies including WCRS (Campaign, last week).
Media planning and buying will be handled by TMD Carat, which won the
entire pounds 10 million Channel 5 account three weeks ago (Campaign, 12
Saatchis’ task will be to communicate to ten million customers across
the country the obligatory retuning of television equipment for the
channel’s 1997 launch. A second agency will be recruited later in the
year to work on the launch advertising campaign, which will provide the
channel’s core branding message.
David Brook, Channel 5’s marketing director, said: ‘Saatchis has the
resource and the experience in handling large-scale integrated projects.
It will take a total communications approach to see us through all the
stages of the retuning.’
Adam Crozier, Saatchis’ joint chief executive, who led the pitch, said:
‘It’s a fantastic opportunity for us to have a real relationship with
Channel 5. It’s the most exciting media event since the launch of
Channel 4 and it’ll be great to be part of that. We have an enormous
task ahead of us but we feel very confident.’
The first activity through Saatchis is expected to break in August with
a mixed media campaign. Consumers will be invited to call a telephone
number to arrange for an engineer to visit.
Crozier added: ‘This is a giant direct response campaign. Everyone will
have to act in some shape or form. But the task should get smaller as
the campaign continues.’
Channel 5 Broadcasting, a consortium led by Pearson - the owner of the
Financial Times - and MAI Group - which controls Anglia and Meridian -
won the ten-year licence to run Britain’s fifth and final terrestrial
television channel last October.