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Smash to Promote History Channel Offering

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NEW YORK The History Channel called off its $15 million creative review, and has decided to hand out assignments on a project basis. One recipient is Boston's Smash Advertising, which has previously worked for the client.

"Our projects are so diverse," said Mike Mohamad, svp for marketing for History Channel. "We will look at an agency and match the agency with the product we're trying to market."

An internal marketing team will oversee History Channel's overall branding, while various agencies will handle consumer print.

Smash, an independent, is the first agency the network has tapped to develop advertising for Russia Land of Tsars. The program will run May 26-27. The shop has previously worked on projects for History Channel and sibling network A&E.

The network, a part of New York-based A&E Television Networks, launched an agency search last September after dropping Kirshenbaum Bond & Partners in New York after three years. The review had progressed to chemistry meetings with 10 agencies when Mohamad decided this method would work best. "At this moment in time, the product we have is so diverse, we couldn't settle on one agency doing it," he said.

Mohamad joined History Channel last October from A&E, where he was svp of marketing for six years. Last year, he awarded TBWA\Chiat\Day in New York A&E's estimated $20-25 million account following a review.