Open looks for new agency to boost brand awareness

Open, the interactive TV platform, has kicked off a review of its pounds 12 million creative account just eight months after its launch.

Open, the interactive TV platform, has kicked off a review of its

pounds 12 million creative account just eight months after its

launch.



The operator has drawn up a shortlist understood to include HHCL &

Partners, Bartle Bogle Hegarty, TBWA GGT Simons Palmer, WCRS and the

incumbent, Ogilvy & Mather.



The review follows the departure of the Open marketing director, Nick

Mercer, to Misys Interactive Trading earlier this year and the

appointment in February of Barnaby Dawe as the head of brand

marketing.



The strategy and marketing director, Charles Ponsonby, is said to have

kicked off the process in a bid to achieve greater brand recognition for

the platform.



Since its launch, Open has enticed significant adspend from Unilever,

which used the platform to broadcast the UK’s first interactive ad - for

Chicken Tonight - earlier this year. However, the interactive medium has

recently faced criticism from potential advertisers for its strict

pricing structure.



Rahul Chakkara, the European interactive marketing manager for Procter &

Gamble, which advertises on the rival Cable & Wireless network, said

that the price of interactive TV advertising was dissuading P&G from

developing a long-term strategy.



He argues that the cost of tailoring interactive TV ads to the UK’s

different platforms, combined with the operators’ policy of charging

each time viewers click through to an ad, make the expense prohibitive.



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