4i tunes into Digital Wellbeing

Digital media consultancy 4i has been appointed lead brand consultancy for a new health and beauty network of TV and Internet services launched by Granada Media and Boots The Chemists.

4i is not a member of the WPP Group, which announced an £80m strategic agreement with Boots The Chemists “to develop its brand and expand into the alternative health sector” (DW 20 October).

A Boots spokeswoman says the deal does not exclude non-WPP design groups working with Boots if the venture is undertaken in conjunction with other companies, such as Granada Media.

4i was selected on the strength of earlier work with Granada Media this year. But it was involved in a “re-pitch” in June, which is believed to have included some WPP design consultancies, says 4i creative director Mark Norton.

The working title for the consumer-led joint venture is Digital Wellbeing. The venture is due to go live in early Spring.

It will initially comprise a live television channel linked to an information website selling a range of health and beauty products and services.

“The convergence of retail marketing and the entertainment media offers huge possibilities,” says Norton.

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