Beattie McGuinness Bungay (BMB) has picked up Discovery’s advertising account after a full-scale agency pitch.
Discovery marketing manager Lisa Crabb oversaw the pitch. The brief called for a “fresh and clean approach” for the pay channel, which appeals predominantly to 29- to 59-year-old men. The pitch was handled by the AAR.
Trevor Beattie, one of the founders of BMB, says: “To be working with Discovery is a thrill. Those who think they know the channel will be in for a surprise.”
The new work will break later this year in support of the autumn schedule.
The channel has recently commissioned a range of new programmes, which include a strand looking at how sci-fi movies have influenced modern science. A series about engineering and a docu-drama called The Secret Life of Nostradamus have also been commissioned.
BMB’s brief is not thought to extend to Discovery Network Europe’s other channels, which include Discovery Real Time, which targets male viewers, and Discovery Home & Health, which is aimed at women.
Discovery is one of several accounts to be picked up by BMB, which was founded in May by former TBWA chairman and creative director Beattie along with ex-TBWA colleagues Andrew McGuinness and Bil Bungay. Other accounts in BMB’s portfolio are FCUK, HP Foods, Sky News and Virgin Galactic.