Anyone else get the feeling that they're just rearranging the deck chairs at Five?
The appointment of Grey London to handle its £5m ad account is the latest in a series of changes at the broadcaster - the most high-profile of which was the announcement that Dawn Airey was returning to Long Acre as chairman.
Sure, RTL luring Airey back might have seemed like a masterstroke, but in reality it seems that she had already developed itchy feet at ITV after finding out that the job of managing director of global content was not all it cracked up to be. Admittedly, her previous tenure at the station as chief executive was a success but back then the station's trajectory could only really go in one direction - and that was upwards.
Now it's a very different story and until RTL decides what it wants to do with Five it's difficult to see these changes as little more than just tweaking around the edges, no matter how good the new advertising strategy proves to be.
