Cake is picked to run consumer PR brief at ITV Digital

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

coverage.'

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.