ITV Digital has hired Cake to handle the launch and ongoing
consumer PR work for new pay-TV station ITV Sport.
The station, which launches in August this year, will be available to
terrestrial digital subscribers through what is currently the ONdigital
network, to be rebranded as ITV Digital next month.
The account was awarded on the back of the work the agency has
previously undertaken for the digital network, as well as for the launch
of comedy and drama channel E4.
Cake director Jim Dowling leads the account, reporting to ITV Sport head
of marketing Alison Victory, sports marketing manager Ian Smith, and
senior press officer Mark Woods.
Dowling described the agency's strategy as: 'Focusing on the humour and
style of ITV's sports broadcasting, particularly with the football
Cake will work alongside ad agency Mother on the launch. ITV Sport has
already acquired the rights to FA Barclays Premiership highlights, the
UEFA Champions League, the Worthington Cup and the Nationwide League, as
well as ATP Tour tennis coverage.