Optimum Media Solutions
(OMS) has been appointed the media agency for kids' channel Nick. OMS will handle the media planning, buying and implementation work for the channel. OMS was awarded the business following a multi-agency pitch, on the basis of its media strategy and plans presented. The creative part will continue to be taken care in-house by the channel.
The business was being serviced by Lodestar Universal (earlier Lodestar) till September 2005, after which Nick was handling its own media planning and buying. After a one-year hiatus, it has appointed another media agency, OMS. According to sources, the channel's ad spends are mid-sized. For the record, OMS handles two other media brands - English movie channel HBO and Big 92.7 FM (Adlabs Radio).
Chandradeep Mitra, president, OMS, remarks, "It is a tough challenge to promote a media brand, especially to promote a television channel or its specific programmes using other television channels."
"I believe our strategy for vehicle and program selection, scheduling, budgeting and negotiating deals across other channels, helped us win this important business," he adds.
For the record, Nick was launched in 1999. Executives at Nick were looking for a media agency to help promote the channel in the highly competitive kids' genre. The initial mandate for OMS will be to promote the flagship programme, 'SpongeBob SquarePants' over the coming festive season.
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