Open, the interactive TV platform, has kicked off a review of its
pounds 12 million creative account just eight months after its
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
The strategy and marketing director, Charles Ponsonby, is said to have
kicked off the process in a bid to achieve greater brand recognition for
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
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.