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The Cardiff-based agency won the business, with billings estimated to be £1m-£2m over the next year, following a competitive pitch.

It will work on promotions for specific programming in the remainder of 2006 and throughout 2007, as well as help gear up for the rebrand.

Previously, S4C has handled its media buying in-house, but head of marketing, Eleri Twynog, said significant new activity was anticipated, involving outdoor, radio and direct marketing, in coming months.

"With the rebrand approaching, we felt it was an ideal time to get a professional media agency on board to take on the role."

She said the rebrand was aimed at lowering the age profile of S4C viewers and increasing audiences outside Wales via platforms such as digital satellite.

S4C's relationship with Optimal Media Sales, which sells airtime for the broadcaster, is not affected by the deal. Twynog added: "Media planning and buying plays an increasingly important role in S4C's communication with Welsh language audiences in the multi-channel world. We were impressed with Golley Slater's strong track record and understanding of S4C's requirements in awarding this contract."