TBWA\C\D Turns to Project Work on A&E

NEW YORK TBWA\Chiat\Day, lead creative agency on the A&E Television Networks since 2002, has shifted to a project relationship, the New York client confirmed.

A&E, which includes The History Channel and The Biography Channel, will not be seeking another lead agency, a client representative said.

Rather, A&E will continue to dole out creative projects to Omnicom Group’s TBWA\C\D and other roster shops, such as independents Smash Advertising in Boston and Pere Partnership in New York, the rep said. Media duties are handled by independent Horizon Media in New York.

A&E last year spent about $65 million in major measured media on all its properties, according to Nielsen Monitor-Plus.

The New York office of TBWA\C\D landed creative duties on A&E, Biography and the network’s original movies, documentaries and dramatic programs after a review [Adweek, Feb. 14, 2002]. What began as an overall brand assignment has recently focused on promoting series such as Growing Up Gotti and Dog the Bounty Hunter.