Oxygen Won’t Toy with New Campaign


Oxygen said Monday that it has retained ad agency Toy for its new branding, advertising, media and creative-marketing campaign.

The network said it will focus its marketing efforts on original offerings, including upcoming comedy series Campus Ladies, and its upcoming original movies.

Oxygen added that the campaign will launch in January and will include TV, print, radio, out-of-home and nontraditional outlets.

Toy was founded by former Fallon New York executives Anne Bologna and Ari Merkin.

“Anne and Ari have an amazing track record, they understand our audience and they know how to build buzz,” Oxygen Media Inc. president of programming and marketing Debby Beece said in a prepared statement.

“We want what they do -- a campaign that’s not just about delivering eyeballs, but engaging consumers,” she added. “It’s time for Oxygen to make the next big leap forward with our brand, and now, we have the two best minds in the business on board.”