Freeview appoints new advertising agency

Freeview, the UK's digital terrestrial television service, has appointed Leo Burnett to handle its £12 million advertising account following a three-way pitch.

Leo Burnett, which was selected ahead of The Red Brick Road and Wieden + Kennedy agencies, will start work immediately on developing strategies to "encourage viewers to take a fresh look at Freeview".

The agency's brief includes developing the creative for Freeview's first ever brand campaign, due to launch later this year.

Guy North, the former BBC Worldwide executive who was appointed Freeview's new marketing communications director in May, led the selection process of a new creative agency.

"With the experience of an exceptionally talented team, Leo Burnett is the right partner to help transform the Freeview brand and take it on the next stage of its journey," said North.

"We'll continue to bring essential, free television to viewers in the way they want to view it. The big opportunity now is to build the relationship between viewer and the brand to ensure that Freeview remains an active choice long after switchover is complete."

Paul Lawson, the chief executive of Leo Burnett, added: "Freeview is a brand that truly has the public's interest at the heart of everything it does. As the largest TV platform in the country, it brings digital viewing to more households than any other provider, for free. We are absolutely delighted to be chosen as Freeview's creative agency for their next exciting chapter."

In April, Freeview launched a £1.8 million advertising campaign to promote its high-definition service, capitalising on excitement around the royal wedding.