Generation Media has scooped the &£1m account for HIT Entertainment, the independent production company that owns the rights to Bob the Builder.
Generation Media – set up to target youth and children’s media by managing director Dean Weller in January – beat a number of heavyweight media agencies believed to include OMD UK, MindShare and Rocket for the business. Zenith Media was the incumbent agency and had worked for HIT since the launch of Bob the Builder.
HIT’s UK and international marketing director Hayley Fraser-Mackenzie oversaw the pitch.
Weller left the First Age Media Company last December. The First Age Media Company was a joint venture set up by The Media Shop and Weller to advise clients on buying media that reaches children.
Previously he was a strategic planning director of The Media Business (now MediaCom).
HIT is about to acquire Gullane Entertainment, in a deal worth &£139m that will add Thomas the Tank Engine to HIT’s roster of children’s characters. Last year, HIT bought the company behind Barney the dinosaur, Texas-based Lyrick Corp, for &£190m.
Bob the Builder is to introduce two black characters to its previously all white cast in September.