The Martin Agency Wants Its MTV, Unlike Mad Dogs

Cable channels TV Land and Nick at Nite have narrowed the review for creative responsibilities on their combined $8-9 million ad account to six shops, according to Rob Pelizzi, vice president of marketing for the MTV Networks units here.
Contenders include The Martin Agency in Richmond, Va.; Foote, Cone & Belding and SpotCo, both of New York, and two other agencies which Pelizzi declined to identify. Also in the running is the incumbent, New York’s Mad Dogs & Englishmen, which is not actively defending the account. Mad Dogs, however, has not resigned the business, and according to Pelizzi: “We have a great body of work to evaluate them on. They are definitely under consideration.”
Sources identified Ammirati Puris Lintas, which handles the clients’ media planning and buying duties, as one of the other two contestants. Executives at the New York agency declined comment.
In October 1997, Ammirati won all media planning and buying duties for Nickelodeon, Nick at Nite and TV Land (all divisions of MTV Networks) following a review. The total business was estimated at $17-20 million.
Martin has been seeking an account in this category for some time. It was a finalist in the review for ABC Television’s creative and media account, which was won by TBWA Chiat/Day, Venice, Calif., last July.
Pelizzi said he met with 25 agencies before selecting the five contenders.
Spec creative assignments were made and are due back at the client by the end of May. A winner will be chosen soon thereafter, Pelizzi said. –with Jim Osterma