Cake is picked to run consumer PR brief at ITV Digital

LONDON - 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 ON digital 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.

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