CNN, the Time-Warner owned international television news service, is seeking a creative agency and has held a pitch with three London shops.
It is understood the agencies involved are WCRS, Euro RSCG Wnek Gosper and The Leith’s London office. The agencies are thought to be awaiting news of the winner, which will be expected to create a campaign to run in various European markets.
The ads will run on CNN’s own network, and some will run in other media through contra deals, so billings are likely to be small.
Vice-president of marketing Paul Maglione confirmed that the CNN was talking to agencies, but refused to make any further comment.
Previous ad campaigns have been run through Conquest London. Last autumn it created a &£4m campaign that ran across Europe, the Middle East, Africa, Asia Pacific, Latin and North America on posters, in cinemas and in print, as well as on London taxis.
CNN is building up its Web presence through its CNN.com site, and has recently hired the BBC political editor Robin Oakley as well as a number of journalists from BBCOnline.