Live TV, Mirror Group Newspaper’s 24-hour cable service, has appointed Young & Rubicam to its beefed-up 3m advertising account after a four-way pitch.
The station launched on June 12 on the back of a press, poster and cable TV campaign by Saatchi & Saatchi – bought by Zenith Media – but parted from the agency shortly afterwards.
Y&R media director Greg Turzynski says that the win offers “the first opportunity to promote something new in TV. Live’s format already differentiates it from other stations, and it should be very exciting working with that kind of live output”.
As part of the marketing reshuffle, Live TV is understood to have withdrawn from involvement in the fledgling Cable Communication Association generic marketing push.
Instead, Janet Street-Porter’s tabloid-style station will concentrate on developing its own brand. It could spend the equivalent of 3m in the first year, although much of that will be in Mirror Group national press titles.
Ogilvy & Mather, Rainey Kelly Campbell Roalfe and Walsh Trott Chick Smith are all understood to have pitched for the business.