Learning Channel, Martin Split

Agency Created 'Life Lessons' Work for Cable Network

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NEW YORK (AdAge.com) -- After less than two years, Discovery Communications' The Learning Channel has split with its agency of record, Interpublic Group of Cos.' Martin Agency.
Martin created the 'Life Lessons' work for TLC.
Martin created the 'Life Lessons' work for TLC.

At the root of what's billed by both parties as an amicable split are leadership changes at the TV network, and a move of TLC's marketing operations from the East to West Coast, people familiar with the matter said.

'Life Lessons'
Richmond, Va.-based Martin Agency -- whose roster includes Geico, Wal-Mart, and most recently, Al Gore's Alliance for Climate Protection -- was tapped as TLC's agency of record in early 2006, and that summer rolled out its "Life Lessons" campaign to target the network's 28- to 42-year-old demographic.

TLC spent a total of $20.2 million on U.S. measured media from the beginning of 2006 through June 2007, according to TNS Media Intelligence.

Whether TLC is seeking a new agency partner or plans to go it alone remains to be seen. "They've always had an internal [marketing] capability and were always doing internal work before," said Mike Hughes, Martin Agency's president and creative director. "TLC was a joy to work with and while we're sad to see them go, we wish them the best."

A network spokeswoman said: "We thank them for all their hard work, they were a tremendous partner."