Fox International Channels (UK) has invited agencies to pitch for a project to revamp digital channel FX. The pitch follows an overhaul of FX’s marketing team as the channel looks to exploit new media platforms and tie its on- and off-air activity together.
Red Bee Media (formerly BBC Broadcast), Addiction, Bruce Dunlop Associates and DED Ass have been invited to pitch for the account, with a decision due next month and a new identity to be rolled out later this year.
The winning agency will be tasked to provide idents, bumpers and billboards, as well as developing print advertising formats and press materials.
Cecilia Parker has been promoted to communications director from marketing director. She will oversee the pitch and will head FX marketing and on-screen executions as the channel attempts to become more consistent across its communications.
Parker joined FX ahead of its 2004 launch from Paramount Comedy Channel, where she was marketing manager. She previously worked for IPC across titles such as Later and Loaded.
The channel airs on Sky, ntl and Homechoice in the UK and broadcasts shows including cult US drama The Shield and Kirsty Alley vehicle Fat Actress. The channel will still be aimed at men aged 25 to 44, says Parker, who adds that the market is tougher following the Freeview launches of ITV4 and More4.
Meanwhile, Jason Thorp, previously the UK’s chief marketer, has been promoted from vice-president broadcast and marketing to senior vice-president and deputy managing director for the UK. He will be responsible for new business development as the channel looks to exploit platforms such as mobile TV and video-on-demand.