Digital UK reviews ad account

Digital UK, the body leading the process of digital TV switchover in the UK, has put its advertising account out to tender.

Activity will include creating localised and regional campaigns that will run across TV, radio, press, outdoor and ambient media.

The incumbent on the account is Abbott Mead Vickers.BBDO which is estimated to be worth £4m. The agency has created ad campaigns featuring the character Digit Al.

The agreement will run for a period of 34 months with the option to renew the contract for a further period of up to two years.

Earlier this year, Digital UK appointed Elvis Communications to handle its £1.5m direct marketing account following a pitch against EHS Brann, Tequila and the incumbent, Rapier.

The agency will work with the not-for-profit body until October 2012, which is when the final analogue signal switch-off will occur.

Digital UK was founded in April 2005 and is owned and jointly funded by the BBC, ITV, Channel 4, Five, S4C, Teletext, and multiplex operators SDN and Arqiva.

The body also works closely with the Department for Culture, Media and Sport (DCMS) and the Department for Business, Innovation and Skills (BIS), and the regulator Ofcom, as part of its push to raise awareness of the switchover.

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