By Seb Joseph | News editor

February 2, 2016 | 2 min read

Leo Burnett will not take part in an upcoming review of Freeview’s agency roster, ending its five year relationship with the free to air service.

The decision is understood to be an amicable one between both parties with Leo Burnett keen to stress how “proud” it has been of the work the two have produced.

Freeview drafted in the agency in 2011 following a three-way pitch against The Red brick Road and Wieden+Kennedy. Leo Burnett was tasked with convincing people to use the service, which is a joint venture between BBC, ITV, Channel 4, Sky and Arqiva, creating popular campaigns such as ‘Cat & Budge’ and ‘Left Behinds’.

The focus of these ads shifted in response to how fragmented TV viewing has become, tackling everything from winning over lapsed Freeview viewers to rebranding and trying to become ‘the new normal’ in TV.

The most recent and final creative from the relationship launched last October and was Freeview’s biggest campaign to date (see above).

Paul Lawson, chief executive of Leo Burnett, said, “Freeview is a fantastic brand and we have produced campaigns for them that are some of the most persuasive, salient, recognised and best-loved in Freeview’s history. We’re immensely proud of what we’ve done and wish Freeview the very best in their continuing mission to provide quality, free TV for the nation.”

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