-By Adweek Staff

BOSTON Toy in New York has been hired by online TV service TidalTV for advertising chores following a review, the independent shop said today.

Toy will develop a new branding initiative for the Internet service that offers free online access to television programming. The client is new and has done almost no previous promotion.
 
"There is nothing more exciting than working with a new company to build its brand," said Anne Bologna, CEO, Toy. "And TidalTV has brought a unique, consumer focus to the field; one that harnesses today's seemingly limitless entertainment video content in order to bring the viewer just what they want to watch."

Since launching publicly in beta form in May 2008, TidalTV has attracted an audience of more than 555,000 unique monthly visitors, per comScore.
 
Said TidalTV CEO Scott Ferber: "It was crucial for us to find an agency partner with a deep understanding of the power and importance for building a brand as a point of differentiation. As an agency, Toy has a strong track record of developing unconventional ideas that deliver on objectives, as well as deep strategic thinking."

Other review contenders and the budget were not disclosed.

Toy's client list also includes OfficeMax, Google, YouTube and Macy's.