PHD, Starcom Mediavest Group, UM London and Vizeum all pitched for the business in December 2015. The broadcaster is consolidating its media planning and buying for all of its UK channels consolidated into one agency for the first time to leverage the company's scale for "more efficient" media buying. The "eight-figure" account is thought to be worth up to £20 million.
UM London currently handles media for Nickelodeon and Comedy Central, and Vizeum works on the Channel 5 and MTV brands.
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