Weather Channel in hunt for full-service outfit to forge brand

by MICHELE MARTIN, Campaign 28-Feb-97

The Weather Channel is seeking an agency to handle its account, said to be worth up to pounds 1.5 million.

The Weather Channel is seeking an agency to handle its account,

said to be worth up to pounds 1.5 million.

The client has lined up J. Walter Thompson, Publicis, TBWA, Duckworth

Finn Grubb Waters, G&G Communications and Ideas to contest the business.

However, it is keen to expand the list to include other agencies.

The Weather Channel’s aim is to generate awareness and create a distinct

brand iden-tity. Anne-Marie McGrath, the director of marketing and

communications, said she was looking for an agency which demonstrated a

full understanding of the channel.

’We need something that provokes people and gets them talking about the

channel,’ McGrath said. She added that she was looking to appoint an

agency on a full-service basis.

A campaign is scheduled to roll out in mid-April using a mix of TV,

print and radio.

The Weather Channel launched on 1 October in the UK on the Sky Astra

satellite. It is positioned as a lifestyle offering.

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