ONdigital seeks agency for relaunch campaign

BMP DDB's hold on the ONdigital business is in jeopardy following

news that the media owner is in talks with another agency about taking

on the pounds 27 million account.

Sources say that ONdigital is unhappy with BMP over its suggested plans

for the massive advertising campaign that is planned this summer when

the company rebrands as ITV Digital.

It is believed that ONdigital will either hand the account to the new

agency over the next few days or throw the account open to a competitive


ONdigital has recently announced that it is to launch a pay-TV channel

called ITV Sport in August, which will broadcast top sporting events

such as UEFA Champions League matches. BMP, Leagas Delaney and Mother

have all been invited to pitch for the account.

BMP won the ONdigital account launch in August 1998. However, none of

the senior management involved in BMP's appointment are still with the

media owner. Mark Sands, the brand's former director of brand marketing,

has since moved to The Guardian.

ONdigital is under pressure to boost its share of the digital television

market. Earlier this month it announced that its expected break-even

point and target audience of 1.7 million subscribers would not be

reached until some time between 2003 and 2004.

This figure is dwarfed by Sky Digital, which holds the largest slice of

the market, with more than five million subscribers, compared with

ONdigital's figure of more than one million.

Naked has recently been appointed by ONdigital to give advice on media

strategy and communications.

No-one from ONdigital or BMP was available for comment as Campaign went

to press.

Headliner, page 17.

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