The account is worth in the region of £2m and will see Gasoline working on a range of activities including brand development, acquisition and retention campaigns in addition to new product development.
The appointment of Gasoline coincides with the promotion of Richard Gale to head of European marketing at Playboy TV after just 18 months as head of UK marketing.
Gale will take on 25 new territories as Playboy TV commits itself to strengthening and developing its brand across Europe. New integrated initiatives planned for 2004 include the launch of a Miss World style search for Miss Playboy TV Europe 2004.
According to Gale: "Gasoline was the one agency that really got to grips with the issues facing us and the subscription TV industry in the UK over the next few years and sought to recommend solutions that would mirror the market changes effectively."
After two years in business, Gasoline has already developed a client list that includes RAC, Yellow Pages, Visit London and TUI.
Mark Joy, joint managing director of Gasoline, said: "This appointment has delighted us. Playboy is a unique brand with more than 50 years of history. Playboy TV not only carries the weight of that heritage but also faces the challenges of a fast-changing marketplace with numerous new competitors. The team at Playboy TV are a great bunch and we're really looking forward to working with them."
The appointment of Gasoline follows Playboy's appointment of Frank PR to handle all PR activity and Equinox to handle media buying.
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