Four agencies line up for ITV 5m media buying as Motive bows out

Four media agencies are pitching for ITV’s 5m media buying business this week after the account was turned down by Motive last week.

M&C Saatchi, which won the creative business (MW last week), is in talks with incumbent MediaCom, CIA Medianetwork, The Network, and Optimedia, which handles M&C’s BA media account.

Motive, which pitched with parent Bartle Bogle Hegarty for the full-service business, turned down the media buying because M&C will have responsibility for media planning.

Motive managing director Mark Cranmer says: “While we were extremely flattered to be offered the media buying, we felt it was too high profile an account to handle without input on media planning.”

As well as press and poster campaigns, M&C is known to be planning the first agency-created programme promotions for ITV.

Programme promotions have in the past been put together by broadcasters. ITV now wants them to look more like ads. More advance planning will be given to getting the contribution of stars for on-screen promotions.

“We will be trying to bridge the divide between the quality of ITV programming and the public’s perception of it,” says Nick Hurrell, joint chief executive of M&C.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here