MTV has concluded its media agency review by naming Mediavest | Spark as its U.S. media agency of record, tasked with media buying and planning responsibilities for MTV and MTV2 domestically. Sources tell us that MTV’s creative agency review is still ongoing.
“MTV is a cultural icon infused with a deep understanding of young audiences and an undeniable cool factor,” said Mediavest | Spark USA CEO Chris Boothe said in a statement. “We look forward to integrating our forward-thinking approach to media with MTV’s content and suite of data and analytics tools to drive tune-in and bring audiences to the network.”
We learned that MTV had launched separate creative and media reviews last month. The network is seeking to rebrand, attempting to reintroduce the “M” to “MTV” as it pivots back to music-related programming. Around the same time, MTV named A$AP Rocky as creative director for its MTV Labs unit.
The creative review was supposed to end last month, so it seems fair to assume a decision will be announced soon. Multiple reliable sources told us that more than one prominent creative agency either dropped out of the MTV review or declined to participate altogether.
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