Consolidated fights to keep Disney work

Buena Vista Home Entertainment is seeking a PR agency to help publicise Disney DVD releases, putting 19-year incumbent Consolidated PR at risk.

Consolidated was hired by Buena Vista - the DVD distribution arm of The Walt Disney Company - in 1990.

The pitch, which is thought to be procurement-led, has already taken place and includes up to five agencies. Consolidated is believed to have repitched for the business.

Disney and Consolidated declined to comment. However, Consolidated's website explains that its brief has been to 'reignite interest' in family classics for Walt Disney Studios Home Entertainment.

The agency most recently worked on the special edition release of Peter Pan. For the launch, it offered international journalists helicopter flights over the Thames to mirror Peter Pan's famous flight. Upcoming Disney DVD releases include the second season of Hannah Montana and UFO movie Race to Witch Mountain.

In 2004, Consolidated retained the brief after a fierce battle with Porter Novelli. The brief at that time spanned consumer, corporate, crisis and trade PR, with a focus on the drive to combat video piracy.

Disney is also a client of online and broadcast publicity-production specialist Wired.

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