Cable and satellite music channel MTV has appointed music and
entertainment specialists LD Publicity as its first consumer PR agency
in the UK, to support the consumer launch of MTV’s dedicated UK service
The appointment follows a restructuring at MTV, designed to reflect the
increasingly localised nature of its programming.
The marketing and communications departments have merged, and regional
teams have been beefed up to focus on consumer activity to support MTV’s
Under this structure, LD will report to Tamara Bishopp who is head of PR
for MTV UK and who works under Giles Thomas, the head of marketing
communications for northern Europe.
The appointment was made after a competitive pitch against three other
agencies: Consolidated Communications, RDA and Beer Davies.
The launch of MTV UK, which has so far been trade-focused, has been
managed in-house by MTV’s head of corporate affairs Alison Reid.
LD’s remit is to target the consumer and will push the service through
promotions for specific programmes, aimed at driving up ratings. One of
the key programmes is So 90s, which looks back at the best and worst
music hits of the 1990s.