YouView announces marketing agency lineup

YouView, the BBC-led IPTV joint venture, has today announced the advertising and marketing agency lineup that will support its launch in the first half of next year.

The venture, which aims to upgrade the Freeview and Freesat platforms to support video on-demand and internet services, has appointed Adam & Eve as its advertising agency.

Adam & Eve will handle through-the-line advertising and communications as the YouView partners - the BBC, ITV, BT, Channel 4, TalkTalk, Arqiva and Channel 5 - attempt to persuade consumers that they can "change the way you watch TV forever".

YouView, which is led by chief executive Richard Halton and chairman Kip Meek, has also hired OMD as its main planning and buying agency, while Momentum will provide specialist retail and experiential marketing.

The three agencies will be tasked with co-ordinating the brand launch and rollout of YouView across all media and channels by the middle of 2011.

"We believe YouView will transform the way people watch TV forever and have assembled a highly talented agency team to help deliver this," said YouView's marketing director Tim Hunt.

"Adam & Eve is one of the most creative and dynamic new agencies in the UK and we are hugely excited about its plans for YouView."

He added: "Similarly, Momentum and OMD have demonstrated real leadership in the sector and have a track record of delivering high impact campaigns.

"With the right people in place, the hard work starts now - we are all now focused on bringing YouView to life for viewers."

According to financial data released last year, YouView - previously known as Project Canvas - will have a £48.4 million marketing budget in its first four years.