Rainey Kelly Campbell Roalfe has been appointed to handle advertising for satellite television music channel MTV.
The agency has been appointed on a project basis; its first work is a campaign which launches next week through press, Underground posters and Capital Radio.
The campaign will move away from earlier generic advertising for the channel to focus on specific programmes such as the afternoon show Hanging Out and the evening programme Amour. All executions will use the strapline, “Flick Off Normality; Flick on MTV”.
Rainey Kelly account director James Murphy says: “This will be a change from channel-based advertising to being more directed at flagship programmes.”
Murphy says project work for the station will be worth about 500,000 a year.
The channel previously used advertising consultancy Tomato, which ran a poster campaign in London.
Rainey Kelly handled the launch of MTV’s sister channel VH-1, a music station aimed at 25 to 50-year-olds, in April 1994.
The new campaign will use colour advertisements in a wide range of magazines including G Spot, Time Out, Dazed & Confused, The Guardian Guide and TV Hits. The executions will feature MTV’s show presenters.
In a separate move, MTV has promoted vice president Sanjay Nazerali to the position of senior vice president of marketing, a post left vacant by Chris Stephenson who has joined retail chain Miss Selfridge as managing director.