Soul, the Bartle Bogle Hegarty breakaway agency, has won the pounds
9 million account for Xilerate, the digital arm of United News &
The agency pitched against a list of agencies that included Fallon, CDP
and Leagas Delaney. Media planning and buying will be handled by CIA
Soul will work on a multimedia launch campaign which is expected to
break in September. The pitch was handled by Matt Jellicoe, the head of
marketing for Xilerate.
’Soul showed a far greater understanding of the complexities of our
business than any other agency we spoke to,’ Jellicoe said.
’We needed to take what we have already successfully built with the
Megastar brand to date and create media and creative ideas that can set
a new agenda. As we develop it is critical to us that our partners show
this level of understanding,’ he added.
The appointment will involve working across existing United-owned sites
such as Megastar - the online version of the Daily Star - and Sportlive,
as well as new ventures. Soul’s first work will focus on Megastar.
United recently announced plans to make a pounds 370 million investment
in its UK internet operations and the launch of pan-European brands.