MTV Europe has appointed Firefly Communications on a pan-European
This is the first time the entertainment giant has hired an agency on
this type of account. Previously, work was co-ordinated by MTV's
London-based corporate relations department. It will continue to work
alongside the agency on this brief.
Firefly, appointed after a two-way pitch, has put in place a five-strong
team headed by associate director Zena Martin.
She reports jointly to Shirlee Law, MTV Europe trade marketing manager,
and Dave Sibley, vice-president European marketing sponsorships.
Law said: 'It was felt that it was better to take on an agency for the
trade work rather than have it done by our press offices across Europe,
which concentrate more on the consumer side.'
Firefly will also assist MTV's corporate relations department to promote
events including the MTV Music Awards, its dance music events in Ibiza
and its Snowball events, which take place across Scandanavia.
Martin said: 'MTV Europe is a strong brand with Europe-wide coverage and
it is important we get that message across to business.'
MTV Europe was launched in 1987 and broadcasts to 90 million homes. Its
headquarters are in London and it has ten offices across Europe.
This is the first time Firefly, whose other clients include Motorola,
Virgin.net and CNN.com, has worked with MTV.
Firefly has also named Keren Haynes as the replacement for head of
broadcast services, Julie Dolphin.
Haynes joins from the BBC, where she was a senior broadcast journalist,
specialising in financial and consumer affairs. Dolphin has left to work
closer to her Bristol-based family.