• November 1, 2005

After years of touting its Oh! brand marketing campaign, Oxygen network will launch a new program-specific campaign focusing on its original series. The 56-million young women-targeted cable network has hired Toy, a New York-based agency, to do the work which will be launched in January.

Oxygen is looking to promote its upcoming movies and new comedy series, "Campus Ladies." The campaign will include TV, print, radio, out-of-home, and non-traditional outlets. The Oh! brand campaign, which has been running for several years, was created by the Dale Pon Agency. In addition to Toy--which is a new agency founded by former Fallon New York executives Anne Bologna and Ari Merkin--other agencies included in the review process were Modernista and DeVito/Verdi. "We want what [Toy does]--a campaign that's not just about delivering eyeballs, but engaging consumers," said Debby Beece, president of programming and marketing for Oxygen Media. -- Wayne Friedman