MTV Branding Job for Crispin

Cable Net Won’t Confirm Assignment to Teen Ad Pros in Miami
NEW YORK–MTV has hired Crispin Porter & Bogusky for a branding assignment, sources said.
The Miami shop–best known for its “Truth” anti-smoking campaign, first for the State of Florida and now nationally–has been meeting with the network, along with a pair of other shops, DiNoto Lee in New York and Modernista! in Boston.
A client spokesperson said no decision had been made and meetings with all three shops continue. Agency representatives had no comment or referred questions to the cable network.
The three agencies pitched MTV at the Viacom unit’s New York offices in late March, followed last week by meetings with senior executives and the network’s in-house creative department.
Last year MTV spent $8 million on advertising, per Competitive Media Reporting.
A branding assignment from MTV is considered far more of a feather-in-the-cap assignment than a dollar-in-the-pocket one. A branding campaign by Fallon McElligott in Minneapolis, featuring the “Yukka Brothers,” ran only on the network.
A spokesperson for MTV previously said the winner will “work on this one campaign, but that doesn’t mean they’ll do all our campaigns for the rest of the year. We do dozens of image campaigns each year and look at agencies all the time.”
With the ascent of bubble gum groups like the Backstreet Boys, MTV viewership has skewed younger recently. The network is looking to attract 18-24 year olds, a source has said.
CP&B’s teen-oriented clients include And 1 sneakers and Schwinn bikes.
Although not lucrative, the assignment presents prime creative opportunites, said observers.
“Winning somebody like MTV is as much a recruitment tool as anything else,” said a source. “Great exposure, flex your creative muscle, add something cool to your reel.” –with Judy Warner and Kathleen Sampey