Universal Pictures Video is looking to hire its first retained
agency and is seeing pitches from two of its regular agencies and one
other.
The business up for grabs is the contract to handle consumer PR for the
sale of videos once they have been released for rental. Summer hit
Notting Hill is among the films Universal is releasing later this
month.
Until now, Universal’s seven agencies of record have had to pitch for
each individual film release. Brand manager Stuart Shaw said: ’The
current system is time consuming and not very cost-effective. Although
it does give individual product managers the scope to use people they
like, the benefits of a long-term partnership are massive. It will also
give us a chance to focus on other parts of the marketing mix.’
For individual projects, Universal usually chooses between Capitalize,
Media Enterprises, Media Communications, Bridgehouse PR, Lisa Denning
and Associates and Mason Williams.
Two of these and one other - which the client declined to name - are
pitching for the business. The final decision will be made by film
marketing manager Darren Linton by the end of November, for a start in
January.
Shaw would not reveal the budget or fees, but said they would depend on
the number of videos released for sale next year. The company is likely
to release at least 12 films, including American Pie, The Mummy and
Bowfinger.
The 15 November release of Notting Hill is being handled by Media
Enterprises.
