5m ITV tipped for The Network

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.

Latest from Marketing Week


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


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.


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.


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 3703 or email customerservices@marketingweek.com

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