The Week: Digital UK puts £4m advertising account up for review

Digital UK, the organisation responsible for leading the switchover from analogue to digital TV, is reviewing its £4 million advertising account, currently held by Abbott Mead Vickers BBDO.

AMV is expected to repitch.

The agency won the business in August 2005, when the government-backed body was still called SwitchCo.

In 2006, AMV introduced the character Digit Al, an enthusiastic robot, which encourages people to switch to digital TV. Last year's campaign, called "options", involved Digit Al travelling the country and telling people about the different ways they could switch to digital TV.

The review of Digital UK's ad account follows pitches for its direct business, which moved into Elvis from Rapier, and its digital business, which remained at Grand Union earlier this year.

A review of its media arrangements is expected to follow the advertising process.