TMD Carat is understood to have landed the media planning and buying
account for Channel 5, which will be worth pounds 10 million in the
channel’s first year on air.
TMD is thought to have won the business this week after secret talks
with the channel’s directors. The discussions are understood to have
begun before Channel 5’s marketing director, David Brook, joined the
company from the Guardian (Campaign, 22 March).
TMD’s experience of handling media-owner business, such as the
centralised media buying for News International, is said to have helped
the agency to clinch the account. TMD is the second-largest media buyer
in the UK, with billings last year of more than pounds 386 million,
almost 60 per cent of which goes on TV.
The agency’s managing director, Mark Craze, was unavailable for comment.
TMD’s victory comes as a blow to a number of other media operations which had hoped to get the chance to pitch for the business.
The Channel 5 media planning and buying account is expected to be worth
up to pounds 10 million for the launch, with more money lined up for
drip advertising throughout the first year.
The creative account is yet to be assigned but agencies are currently
jockeying for a position on the shortlist.
Channel 5 is due to launch at the start of next year and ads for the
station are expected to begin this summer.
The first ads will be timed to coincide with the launch of the
nationwide re-tuning programme. Once this is underway, the ad strategy
is expected to switch to a more programme-based message.
TMD and Channel 5 are linked by a common shareholder, Warburg Pincus.
Warburg was part of the consortium that won the Channel 5 licence last
year and also has a stake in TMD’s parent company, Aegis. But sources
said the link would not have influenced Channel 5.