Mediavest | Spark has been appointed media agency of record for MTV after a review, the agency confirmed Tuesday. The incumbent was Fallon.
The network’s annual estimated ad spend is $40 million, according to sources.
The agency will oversee all aspects of MTV and MTV2 media planning and buying.
The award comes amidst a number of changes at the network as it seeks to reposition in a bid to appeal to a new generation of viewers. Earlier this year the network appointed Jacqueline Parkes as CMO, who initiated the review. Previously she had been with Major League Baseball.
The Viacom-owned network is also conducting a creative review.
“MTV is a cultural icon infused with a deep understanding of young audiences and an undeniable cool factor,” said Chris Boothe, CEO of Mediavest | Spark USA. “We look forward to integrating our forward-thinking approach to media with MTV’s content and suite of data and analytics tools to drive tune-in and bring audiences to the network.”
The win is the agency’s latest and follows recent assignments from USAA and Bosch Siemens Hausgeräte GmbH.