FX fights back against new men's channel launches with first brand campaign

by Staff, Brand Republic 12-Oct-05, 11:00

LONDON - FX, the men's entertainment channel, has hired an agency to create its first brand campaign since it launched in January last year.

BDA has been appointed to create the campaign, which will be launched to coincide with the upcoming Sky EPG reshuffle, which should increase the potential "drive by" audience.

It will also aim to communicate the brand promise of "quality masculine entertainment" as rival broadcasters launch their male-orientated stations, such as ITV4 and More 4.

Cecilia Parker, marketing director at FX, said: "With the channel move on Sky expected to bring our programming in front of a greater audience, this seemed an opportune time to convey the brand identity that we have established and hinted at with previous programme-specific campaigns.

"The 'uncompromising' spot that BDA is developing for us sums up the core channel proposition of FX, the delivery quality entertainment for men."

FX, which is part of News Corporation's Fox, expects to launch the on-air creative for the campaign, as well as viral support materials in November.

BDA, formerly known as Bruce Dunlop & Associates, previously worked for FX to create the launch campaign for the programme 'Huff' earlier this year. Other programmes that run on the channel include 'Carnivale', 'The Wire' and 'Fat Actress'.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.