ONdigital, formerly known as British Digital Broadcasting, is understood to have appointed Lowe Direct to handle below-the-line work.
The direct marketing business was previously held by Abbott Mead Vickers.BBDO subsidiary Clarke Hooper.
The account was put up for review following an acrimonious split between ONdigital and former above-the-line agency AMV.
ONdigital’s 40m above-the-line launch account was handed to rival agency BMP DDB earlier this month. AMV is understood to have resigned the business following reports of ONdigital re-opening discussions with BMP, which was on the company’s original pitchlist.
Lowe Direct’s role is likely to include liaising with electrical retailers, which will be essential in helping the public to understand digital broadcasting.
A spokesman for ONdigital refuses to confirm or deny the appointment.