Five names youth agency Slice to handle summer events

LONDON - Youth agency Slice has been hired to handle an 'experiential' summer PR push to promote TV channel Five.

Slice will promote popular programmes, such as 'Home and Away', Five's "blockbuster" films plus one as-yet-undisclosed programming strand, from June to September, focusing on events work.

Five head of marketing Simon Downing said he had "talked to" Beatwax Communications, Jack Morton and A Vision about the contract, with Slice being hired without a formal pitch earlier this month.

Downing said: "The bulk of this brief is events work -- much of our PR will continue to be in-house. But Slice will handle some media relations, too."

He said events, some of which will be staged on beaches, would "demonstrate characteristics of five's brand values, articulating confidence, quality and accessibility".

It is understood that Five's experiential marketing budget is in the region of £750,000 although Slice's fees are a fraction of this.

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