UK Gold appoints GGT to brand-building task

GGT has won the account for satellite TV channel UK Gold, which is repositioning to combat a wave of new channels.

The agency will create a branding drive, breaking in the spring.

The ad push will also promote the channel’s first move into programme production, which will include the launch of a game show later in the year.

The total marketing budget for UK Gold is about 4m.

The channel put its account up for review after incumbent D’Arcy Masius Benton & Bowles failed to meet the brief for the new campaign, according to UK Gold head of marketing Ian Riley (MW November 10 1995).

UK Gold also shortlisted Rainey Kelly Campbell Roalfe, Delaney Fletcher Bozell and Mitchell Patterson Aldred Mitchell, which holds the account for UK Gold’s sister channel, UK Living.

GGT was appointed after a final pitch against Rainey Kelly, when creative work was put into research.

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