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Freeview selects Anomaly to lead ad account

Freeview has appointed Anomaly to lead its advertising account following a review of its agency roster.

The decision comes after incumbent Leo Burnett decided not to repitch for the account, ending a five-year relationship with the digital TV service.

Owen Jenkinson, Freeview marketing director, said Anomaly will help Freeview make its new Play Box, which offers both catch-up and on-demand television, the "new normal" of TV viewing.

"We're thrilled to be working with Anomaly who demonstrated excellence in strategy, comms planning and creativity throughout the whole process. We look forward to working with them to help make Freeview Play the new normal way of watching TV."

Freeview drafted in Leo Burnett in 2011 following a three-way pitch against The Red brick Road and Wieden+Kennedy. The agency 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’.