The deal kicks off MPG's work on the 拢3m media account for Creative Labs UK by exposing the brand to a larger audience of 16- to 34-year-olds than was possible under past advertising sales offerings.
Creative Labs is launching its portable music player, offering 5GB of storage, against Apple's iPod. The company is headquartered in Singapore, where it was founded in 1981, and has subsidiaries in the US and Europe.
The deal allows Creative Labs to straddle 13 channels owned by three different operators -- Emap, Sky, and Chart Show, representing 60% of the music channels available to Sky viewers.
As well as selling Sky's own three music channels, The Amp, Flaunt and Scuzz, Sky Media represents three Chart Show channels, Chart Show Channel, The Vault and B4. It also sells spot advertising on Emap's seven music TV channels, including Smash Hits and Kerrang!, having just agreed a renewed deal with Emap.
Emap Advertising sells other advertising opportunities such as sponsorship and promotion on Emap's channels.
All the channels involved appeal to fans of a range of music genres.
The creative executions for Creative Labs' sponsorship have been varied according to pop, rock and urban audiences. Emap's in-house team will produce a 70-second film as part of the deal, which will have three different endings, each matching the channel genre.
Darren Khan, Emap Advertising's TV sales director, said: "This is a fantastic deal and a true strategic partnership between Emap, Sky Media, MPG and Creative."
John Mosely, marketing manager at Creative Labs, said: "We are very pleased to be working with MPG at this extremely exciting period of growth for Creative. We have already benefited from its expertise with the Emap music TV deal and the decision to consolidate our media strategy, planning and purchase will ensure we deliver coordinated and effective campaigns in all our key markets."
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