HomeChoice rethinks £3m business

Video Networks is reviewing its £3m advertising account with a view to relaunching video-on-demand service HomeChoice next year.

The company has shortlisted six agencies for the business: Claydon Heeley Jones Mason, Craik Jones Watson Mitchell Voelkel, EHS Brann, Grand Union, Harrison Troughton Wunderman and 23red.

The relaunch campaign will feature a heavy direct component, press and outdoor advertising.

The brief includes a brand overhaul of HomeChoice that will see it ditch the Bolshevik character employed to front the service since its launch three years ago.

Duckworth Finn Grubb Waters was behind the launch campaign, which positioned the firm as a revolutionary force freeing viewers from conventional TV schedules. However, the account has been dormant for some time.

The review is being conducted through the AAR. Former NTL marketing director Jeremy Davies, who is acting as a marketing consultant until Video Networks recruits a full-time marketing chief, is overseeing the pitch.

A media review will follow. Starcom Motive handled the launch media activity.

HomeChoice has only 5000 customers in the London area, down from a peak of more than 10,000. "We need to make the proposition more compelling to potential customers," said Davies.

Video Networks radically shrunk its operations last September, with the departure of more than 400 staff. Digital Explosion, a US investment firm, has since provided additional investment in return for a controlling stake.

HomeChoice provides on-demand programmes spanning comedy, drama, music soaps, pay-per-view movies, home shopping and a broadband internet service.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer