LOS ANGELES: Twentieth Century Fox Home Entertainment hired Hill & Knowlton as AOR for its US business, effective immediately.
The agency will oversee corporate and consumer communications campaigns for the company, including its film and TV programming, acquisitions and original productions, and Blu-ray disc and DVD releases.
Hope Boonshaft, Hill & Knowlton GM for the Los Angeles and Irvine offices, said the account is the largest in the firm's entertainment portfolio. Other clients in the portfolio include Dolby, THX, Technicolor, and Blockbuster.
Quarter four is the heaviest release time for Fox, Boonshaft said. The firm will be working on the release of all titles, including Avatar. It is also working on Comic Con in New York this week.
"We will be looking at the business in a much more targeted way than just issuing press releases," Boonshaft said.
She cited the movie Date Night as an example and said that Fox targeted mothers and mommy bloggers with the release.
James Finn, SVP of corporate and consumer communications for Fox Home Entertainment, said the company previously worked with firm Bender Helper Impact. He would not comment on which firms or how many firms pitched for the account.
“Hill & Knowlton is a reputable agency that brings along invaluable knowledge, creativity, and resources giving them a distinct edge in the industry,” he said. “Their divergent thinking will complement our strategic publicity campaigns.”