Red aims to make MySpace 'relevant'

The website put the account out to pitch earlier this year, amid fears its online clout was waning owing to the rise of newer social networking sites such as Facebook and Twitter.

PRWeek revealed last month that incumbent agency Lexis would not be repitching for the business (PRWeek, 20 March).

It is understood a main element of the six-figure brief is to drive user growth and position the website as 'socially relevant'. The social networking website carved its reputation in music, but is now trying to gain recognition for its fashion, film and celebrity content.

Red will oversee corporate PR as well as targeting consumers through national and regional media. In addition, the agency will handle trade PR and promote MySpace within the advertising and marketing communities with the goal of landing advertising, sponsorship and promotional deals for MySpace.

The brief also includes issues management support and digital PR, on which Red will work alongside its digital sister agency ShinyRed.

Red's head of consumer brands Matt Buchanan will lead the account, reporting to Alice Regester, director of communications at MySpace UK. Regester could not be reached for comment as PRWeek went to press.