Kangaroo kicks off digital agency hunt

by Andrew McCormick, Revolution UK 06-Aug-08, 08:57

LONDON - Kangaroo, the eagerly anticipated online TV venture from ITV, Channel 4 and BBC Worldwide, is hunting for a full-service digital agency to oversee its launch.

The joint-venture company has approached UK digital agencies with a brief to help launch the internet TV service and help roll it out across additional platforms.

Kangaroo has mooted taking a ‘non-traditional’ approach to its communications strategy, by using the appointed digital agency as its lead strategic partner.

Those behind the joint venture have not specified a budget for digital advertising, but are believed to see the internet as the key channel to make Kangaroo mainstream.

Agencies should have a track record of original product launches through creativity, paid-search, display advertising, search engine optimisation and other online channels, according to the brief.

Customer acquisition and retention skills are also key to Kangaroo, as are creative flair and new ideas.

Kangaroo may not go live until next year as the Office of Fair Trading has referred it to the Competition Commission, but the joint venture is gradually building a team and a communications strategy.

Kangaroo chief executive, Ashley Highfield, formerly director of future media and technology at the BBC, started on 1 July. Since then Daniel Best, a consultant, who used to be online commercial manager at The Independent, joined as head of ad sales.

The joint-venture company was originally searching for an advertising agency to work on an above-the-line branding strategy for the launch, but these plans are understood to have been shelved.

A spokeswoman for Kangaroo said the company is focusing on its Competition Commission referral, rather than its launch campaign.