Haygarth wins Columbia work

Columbia Tristar Films (UK) has appointed Haygarth Group without a pitch to develop an internet-driven communications programme for forthcoming films.

Columbia Tristar Films (UK) has appointed Haygarth Group without a

pitch to develop an internet-driven communications programme for

forthcoming films.



The account will be led by director Brooke Hunter, reporting to Columbia

Tristar marketing director Stuart Williams. Although the agency will not

design all of the web sites, it will be responsible for data capture as

part of a relationship marketing scheme.



Data capture mechanisms within the sites will enable Columbia Tristar to

target specific consumer groups. Information on cinema-going habits will

be collected via registration pages and competitions online.



’It will be an e-mail-led programme,’ Hunter explained. ’We are quite

open about it. We are saying: ’give us the information and we will send

you information about films you are interested in’.’



Williams joined Columbia Tristar in January from CIC Video, now called

Paramount Home Entertainment, another Haygarth client.



’We are keen to develop a web presence in the UK as a studio,’ he

said.



’But not to communicate in a purely passive way about films.’



Haygarth’s first web site is for the Julia Roberts movie Erin

Brockovich.



Hunter said that Haygarth would also be looking to set up third party

links. ’We will be prospecting out to other agencies and brands,’ she

said. Devices such as on-pack promotions would be used to complement the

campaign’s on-line strategy.



Columbia Tristar’s other major movies this year include Snatch, Guy

Ritchie’s follow-up to Lock, Stock and Two Smoking Barrels.



Haygarth has appointed Jon Fricker as business acquisitions

director.



Vicki Foster has joined from Storm Marketing as design group head. Her

accounts will include Tropicana and Allders. Sophie Daranyi, who has

worked on BBC and Cafe Rouge, has been promoted to board director.



- Columbia Tristar has also appointed Phipps PR to handle a publicity

campaign for its family film Stuart Little, scheduled for a summer

release. The film took more than pounds 80 million at the US box office.



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