TV network TNT Sports, formerly known as BT Sport, has selected independent agency Brothers & Sisters to run its creative account, ousting the incumbent Saatchi & Saatchi.
Appointed without a competitive pitch process, the not-for-profit agency will now oversee the freshly re-branded channel’s creative campaigns and promotional content.
Following on from TNT Sports’ much-publicised re-brand over the summer, Saatchi & Saatchi had created the network’s inaugural launch spot: ‘This isn’t just sport. This is everything.’
Released just before the start of the Premier League season, the ad showcased how the daily lives of million of British people have become deeply entwined with their favourite sport.
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TNT Sports’ network of channels currently holds the rights to major sporting events such as the UEFA Champions League, Premier League, Premiership Rugby, UFC and boxing on its pay-per-view arm.
With all parties so far refusing to comment on the news, the move will no doubt prove a blow to UK advertising giant Saatchi & Saatchi – although Brothers & Sisters has previously produced high-profile campaigns for rival network Sky Sports.
In recent years, Brothers & Sisters has produced a diverse range of campaigns for wide variety of household names including Nike, Center Parcs, Purplebricks and the iconic ‘just sold my car’ We Buy Any Car campaign.
