M&C Saatchi and the ITV marketing group are tipped to appoint The Network, formerly O&M Media, to handle the 5m media buying for ITV’s 1996 advertising push.
M&C briefs the ITV marketing group today (Wednesday) with its recommendation and The Network is expected to be approved without dissent. The Network was shortlisted with CIA Medianetwork after M&C saw pitches from them, Optimedia and the incumbent MediaCom.
The media buyers were expected to show poster and press-buying work. The campaign is expected to start this spring with support for ITV’s sports programming. Further creative work will remind viewers and advertisers of the quality of ITV programming.
The appointment will complete a 15-month process that began with the appointment of Grey and MediaCom in November 1994 on an ad-hoc basis. During 1995, ITV spent record amounts on tactical advertising for individual programmes, such as The Beatles Anthology and The Bill, following advertiser criticism about declining viewer share.
A review began in September 1995 to find an agency to create and implement a more strategic marketing plan. M&C defeated Bartle Bogle Hegarty in a two way pitch and BBH media dependent Motive turned down the opportunity to take on the media buying.