Carat has scooped the strategy, planning and buying business – believed to be worth &£3m – for Disney-owned children’s digital television channel Jetix UK. The agency won the business from Manning Gottlieb OMD following a three-way pitch.
The channel is said to be tripling its media spend and will focus on promoting new programmes. Carat will begin working on the account later this month, supporting the launch of Monster Warriors. Creative work will continue to be handled in house. The channel was rebranded last year – it launched as Fox Kids in the UK in 1996 – with a marketing drive that included cinema advertising (MW December 2, 2004).
The channel is competing in an increasingly cluttered market, and one insider suggests Jetix is increasing its media spend accordingly.
ITV launched its children’s channel CITV on Freeview last month, and the UK children’s TV market is now one of the most competitive in the world, with over 28 channels competing for ad revenue.
The first burst of activity will take place in the run-up to Easter, with press and online advertising , plus TV executions across Disney’s portfolio of digital channels.