Five seeks agency to refresh on-air identity after exit of director

Five is talking to agencies about a project to refresh the broadcaster’s on-air identity. The news follows the departure of its marketing director Jane Scott last month.

A spokesman confirms that Five is talking to “one or two agencies about some ident work”, but he denies speculation it is reviewing its £5m advertising account, which is handled by Vallance Carruthers Coleman Priest.

He says a decision has not yet been made on whether to hold a full-blown pitch for the ident activity, but he adds that VCCP would be involved.

Five moved its marketing account under the remit of director of content Lisa Opie, after Scott’s resignation. The spokesman says: “[Opie] wants to refresh our on-air look next year, but VCCP is still very much our agency.”

Scott left Five without a job to go to at the start of October. She said at the time that she was planning to take time out before “considering new opportunities”.

Scott oversaw the launch of the Five Life and Five US digital channels, as well as a relaunch of Five’s on-air look in 2005. She was TV marketing controller at the BBC before joining Five in 2005. She replaced David Pullan, who left to become managing director of FHM Worldwide at EMAP.

Five hired VCCP to handle its ad business in April last year, after a pitch, handled by the AAR, that also involved DDB and Shop. The account moved out of TBWA/London, which was responsible for the relaunch of Channel 5 as Five in 2002.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here