Discovery Health Channel has chosen Siddall, Matus & Coughter as its creative agency.
The Richmond, Va., shop topped Boston's Modernista! for the account of the cable channel, launched in August 1999. Billings were undisclosed.
"We were looking mostly for a print and out-of-home campaign, and Modernista! came in with stronger TV [while] SM&C came in with stronger print," said Rebecca MacIntosh, marketing director for the Bethesda, Md.-based client. "We thought they understood where the brand is today and where we want to be in the next six months."
Roy Davimes, senior copywriter at SM&C, said, "The job was to brand the channel through its programming series, so we created concepts specific to each program."
The campaign will launch in Time in May and subsequently in national publications like Newsweek, People and Good Housekeeping, said Susan DeMeo, SM&C senior account executive. Ads, which will also tie the channel to its online counterpart, will run at least through the end of the year.
DeMeo said the network's response has been so positive, SM&C is presenting TV work this week for potential airing in late spring or early summer.
"We're not only trying to drive people to the channel, we want to drive people to their cable provider and have them asking to have the channel added to their system," DeMeo said.
Discovery Health Channel, currently available in 12 million households, is on target to reach 20 million homes by the end of 2000.
Media duties for the channel and its subsidiaries are handled by Creative Media in New York.