The Week: Channel 4 calls pitch to consolidate £20m media

Channel 4 has called a review of its £20 million media planning and buying account, for the first time since its launch 25 years ago.

OMD handles the broadcaster's offline planning and buying, Profero manages online, and communications planning is held by Michaelides & Bednash. C4's aim is to consolidate the business into one agency, and OMD has been invited to pitch for the entire account against other network agencies.

However, the broadcaster has also asked Profero to pitch for the online brief, to help it decide whether to integrate online or retain a digital specialist.

A shortlist is expected to be drawn up in the coming weeks and pitches will take place in June. M&B will continue to work on a project basis for C4.

Polly Cochrane, C4's director of marketing, said: "It's a long time since we've invited the industry to present the best of its thinking and the past few years have seen significant change to the media agency landscape."