Announcing the decision, Beth Thoren, Digital UK Director of Communications, said: We are delighted to be working with MediaCom. It was a very competitive pitch and a difficult decision but MediaCom had an edge in strategic thinking which, coupled with their passion for TV, will help us increase awareness and understanding of digital switchover as we ramp up our activity.
Digital UKs marketing activity began in September 2005 when Tessa Jowell, Secretary of State for Culture, Media and Sport announced the timetable for digital television switchover in the UK region by region between 2008 and 2012. Digital UKs contract with MediaCom is for four years. The companys budget for media over the period is likely to be in the region of 20m.
Nick Lawson, Chief Executive of MediaCom said: We are very proud to be working on the most important TV project of our generation.
