Channel 4 is reviewing its £20m media planning and buying account for the first time in the broadcaster’s 25 year history. It is understood to be looking to consolidate the business into one agency.
The majority of the business is currently handled by OMD, Profero has the online planning and buying business while Michaelides and Bednash handles communications planning.
OMD has been invited to repitch for the combined business with a shortlist of agencies expected within the month. A pitch will take place in June and it is expected to be overseen by group marketing director, Polly Cochrane.
It is thought that Channel 4 may consider keeping the online business separate while Michaelides and Bednash will continue to work with the channel on a project basis.