Magazine article Marketing

DIRECT: MTV Europe Hires Draft London for Awards Job

Magazine article Marketing

DIRECT: MTV Europe Hires Draft London for Awards Job

Article excerpt

MTV Networks Europe has appointed integrated agency Draft London to work on its relationship with viewers in the run-up to the MTV Europe Music Awards next month.

MTV is looking to drive viewers to its web site to interact with the brand through a series of direct response TV ads airing on its European network of channels.

Draft originally pitched for a pan-European online brief surrounding the 2003 event against 11 other digital agencies. After winning the business, Draft pitched again for the on-air advertising work.

The appointment marks the first time MTV Europe has awarded its broadcast and online work to a single agency.

Draft has created a series of 20-, 30- and 60-second TV ads for MTV.

The spots drive viewers to the MTV Europe Awards web site (www.mtv.co.uk/ema), where they can vote across 16 categories.

The creative has been designed to appeal to a range of age groups across 12 European countries. Both the TV and online work resembles promotional music posters found in cities. …

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