Channel 5 is planning to launch a £5 million rebranding campaign this autumn designed to move the channel away from its “modern and mainstream” launch position to a more “irreverent” feel. The creative for the multimedia campaign is being handled by the Walsh Trott Chick Smith agency and will include new screen idents on C5.
It is understood that Channel 5 is to build on the sometimes controversial ads which it has placed in the last year. These included jibing at ITV’s new news bulletin with the line “You’re late and you know you are” appearing on perimeter boards of a European Cup Winners’ Cup match. These ads led ITV’s marketing and commercial director, John Hardie, to formally complain to Channel 5 in March (see Channel 5 Puts The Boot In To ITV News).
Channel 5: 0171 550 5555
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