The agency picked up the account after a final shoot-out against Playboy TV's incumbent, Gasoline. Karmarama and Farm were also involved at earlier stages of the review. The process was handled through the AAR.
MBA will create a through-the-line campaign that will break in August or September. Running across TV, press, outdoor and online, the work will attempt to modernise the brand and differentiate it from its competition.
The campaign will initially run in the UK, but it could be rolled out into other markets.
Playboy TV UK provides six premium channels, including Playboy TV, The Adult Channel and Climax 3, on cable and satellite. The network recently launched a Playboy TV video-on-demand service with ntl.
The Playboy brand also includes the magazine, websites including playboy.com, PlayboyNet and Playboy Cyber Club, and merchandising. However, there are no current plans to market these.
MBA and Playboy TV declined to comment.