MTV’s Cable Channels Set to Assign Account to Richmond Shop
ATLANTA–Officials with the Nick at Nite/TV Land cable channels are in negotiations to award their $8-10 million creative account to The Martin Agency in Richmond, Va., sources said last week.
The review, which began in April, had been narrowed to two finalists: Martin and the New York office of Foote, Cone & Belding.
Executives at The Martin Agency and Nick at Nite/TV Land, a division of Viacom’s MTV Networks in New York, declined comment on reports that a decision on the business had been reached. A source, however, said the client and agency are close to signing an agreement.
Other contenders in the review included creative incumbent Mad Dogs & Englishmen, media incumbent Ammirati Puris Lintas, and SpotCo, all New York, as well as one unidentified shop [Ad-week, May 11, 1998]. The initial list of agencies was pared down from approximately 25 shops. MTV Networks vice president of marketing Rob Pelizzi personally met with all those agencies during the early stages of the account review.
Ammirati Puris Lintas currently handles the consolidated $17-20 million media account of MTV Networks’ Nickelodeon cable television channel. Media duties will not be affected with the creative account shifting to the Richmond shop.
The Martin Agency has coveted an account in the mass media entertainment category for some time. It was a finalist in the account review for ABC Television’s creative and media business, which was acquired by the Venice, Calif., office of TBWA Chiat/Day last summer.
The two MTV cable television channels carry popular programs from the past, including I Love Lucy, Gunsmoke, St. Elsewhere, The Wonder Years, The Brady Bunch and My Three Sons, among others.
Separately, The Martin Agency last week disclosed it had withdrawn from the account review being conducted by the Boston Beer Co. The company is the brewer of Samuel Adams beer. The shop cited work for existing clients as the reason it could not pursue the Boston-based business.
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