Seventeen ad agencies – some of the hottest in the country – scrambled over the weekend to complete a questionnaire for fX, the basic cable channel Fox Inc. plans to launch next March. The initial ad budget is at least $3-6 million, to be spent in consumer media through June, 1994. Among those invited included Chicago-based Leo Burnett Co., and Minneapolis-based Fallon McElligott. Burnett has already opted not to pitch the business because of a long-standing policy of not pursuing media accounts because the agency views it as a conflict of interest. According to the questionnaire sent to ad agencies, fX executives are looking for a shop to help them build the fX brand and identity from the ground up. Ad spending figures on the account will increase next year, according to the company, with leveling off or declining in subsequent years, fX executives will cut the list to 4-6 agencies, which will make creative presentations for which they will be compensated $5,000. A final decision is expected by Dec. 21; the first fX ads will break in February.
Copyright Adweek L.P. (1993)