Kirshenbaum Bond & Partners has landed creative duties on The History Channel after a review that came down to KB&P

Kirshenbaum Bond & Partners has landed creative duties on The History Channel after a review that came down to KB&P, Grace & Rothschild, New York, and Butler, Shine & Stern, Sausalito, Calif., the cable network said.
Billings were not disclosed, but typically, the client spends $15-20 million a year on ad media, per Competitive Media Reporting.
With the win, KB&P has added more than $90 million in billings in the past three months. Other new clients include Home Shopping Network ($30 million) and Biore ($35 million).
Specialty unit Kirshenbaum Bond Entertainment will handle The History Channel. Its first work–print and radio ads using the network’s long-standing theme, “Where the past comes alive”–will break in April, said Artie Scheff, vice president, consumer marketing and on-air promotion, at the New York client.
Explaining the selection, Scheff cited the energy of the shop’s pitch team and its work for Target, Radio City Entertainment and former client Snapple.
In addition, he noted, “They’re masters of guerrilla marketing.”
The network, which reaches 62 million homes a year, “has the opportunity to own history in the same sense that ESPN owns sports,” said shop co-chairman Richard Kirshenbaum.
Before the review, the client parted with Moss/Dragoti, here. Horizon Media, here, retains media duties.
Total KB&P billings now approach $440 million. Separately, the shop is a finalist in Land Rover’s review for its $35 million account, with Crispin Porter & Bogusky in Miami and GSD&M in Austin, Texas [Adweek, Feb. 28].