Rainey Kelly Campbell Roalfe/Y&R has won the pounds 10 million launch account for the joint-venture health and beauty channel from Boots and Granada Media - the first alliance of its kind between a retail giant and a media company.
Rainey Kelly won the business without a competitive pitch. There are no plans at the present time to appoint a media agency.
The brand, which will include sub-channels, is the biggest launch of a television channel since Channel 5 began broadcasting. It is a combined digital TV channel, internet site and e-commerce business offering.
Customers will be able to access the channel from computers, televisions and - as they develop - mobile and palm-top devices. There will be 'end-to-end' delivery of information, services and products. The channel is set to launch with 10,000 products available to purchase.
A name for the new brand has yet to be decided, but it is likely to draw on the Boots brand heritage to maximise the credibility of the service.
Paula Carter, the joint managing director of the venture, said: 'Rainey Kelly impressed us with its understanding of our business. Combining that with its ability to deliver memorable campaigns that dramatise the brand essence, as well as its flexible and client-friendly approach, made it an easy decision.'
MT Rainey, the joint chief executive of Rainey Kelly, added: 'An 'edutainment' front end, combined with a major e-commerce proposition in a key growth area and backed by two major players, has to be one of the most exciting propositions around.'