Village Green, the independent brand consultancy co-founded by former Starcom managing partner Andy Roberts, has named Fox’s Glacier Mints, Rockworld TV and Itchy Media Group as its launch clients.
The agency will work alongside communications planning agency EdwardsGroomSaunders on the mint brand, owned by The Big Bear Group, on its first TV sponsorship. The move follows the company’s appointment of Hooper Galton to work on the £2m ad account last week.
Village Green has been briefed to develop the sponsorship assets for Rockworld TV, the cult indie rock fan channel. The channel rebranded from Redemption TV following its move to 24-hour broadcasting and the launch of a web streaming service earlier this year.
The agency has started working with Itchy, which publishes a number of UK city guides and websites, and is looking to develop the brand into mobile, events and ad-funded programme.
Marketing Week revealed in June that Roberts was planning a start-up with Starcom group head of sponsorship and director of Starcom Adam Bishop and former EMAP Advertising cross-media director Jane Kesley (MW June 28).
Roberts left Starcom after nearly 20 years in March following a restructure orchestrated by UK chief executive Linda Smith.
Village Green says it is the first one-stop shop to offer independent advice to clients across channels such as advertorial, programming, sponsorship, events and ad-funded solutions. It estimates that about 10% of UK ad spend is in such non-standard spot space, with the potential to reach 20%.