AMV BBDO has been drafted in by Media Smart chairman Paul Jackson, the former Masterfoods marketing executive who oversaw the body's launch last November.
At that time, Burkitt DDB was responsible for developing the launch communication materials, including a TV ad campaign advising children not to believe everything they see on TV. Media Smart said it intended to pick an agency partner each year.
The appointment comes as Media Smart distributes educational information, videos and teaching packs to 4000 primary schools around the UK. The video focuses on a young girl who has to decide what present she wants for her forthcoming birthday, based on information she sees in ads.
As part of its monitoring activities, Media Smart will conduct in-depth research with 50 teachers on a regular basis to identify improvements that can be made to Media Smart's educational strategy.
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