LOS ANGELES: Allison+Partners is helping Twentieth Century Fox Home Entertainment ramp up consumer engagement in the US and Canada after winning its PR business in a nearly six-month RFP process.
Fox Home Entertainment brought on Allison as its lead consumer agency last month, following a competitive review. About 10 agencies participated in the pitch process, which consisted of three rounds. The RFP was issued in May.
On a one-year contract, with options to expand for two years, Allison will work to drive national consumer marketing efforts for approximately 100 film and TV titles.
The firm is responsible for strategy, planning, researching, messaging, media relations, content development, trade-show support, partnership marketing, talent relations, and event marketing.
ThinkJam is the company's digital agency, while social media is handled internally.
"Their business objective is to grow consumer engagement and drive both the digital mainstream and extend the life of the physical media – such as Blu-ray and DVD," said Allison+Partners Los Angeles GM Carline Jorgensen, the strategic lead on the account. "Everything is changing so quickly, and we are working with emerging formats like digital HD, but also some of the traditional formats."
The team is promoting 15 active titles, including the 25th anniversary of Home Alone, Santa’s Little Helper, The Martian, and Brooklyn.
Jorgensen explained that the company picked Allison+Partners because of its storytelling ability and consumer expertise. The firm’s focus on consumer brands, across retail, restaurants, and the work it does with consumer goods, allows the firm to use vertical media relationships from different industries to help Fox Home Entertainment with strong marketing partnerships, she added.
Allison’s one P&L model also attracted the company to the firm, said Jorgensen, because it can use any of its 20 offices around the globe depending on need.
"We are not a traditional entertainment agency, although we have had some great entertainment business in our Los Angeles office," Jorgensen added. "They specifically wanted a consumer-focused agency to help them with strategic development and implementation of campaigns."
Jorgensen is supported by Allison+Partners SVP Stacey Johnes, who has more than 10 years of home entertainment experience and is serving as the day-to-day account lead. The core account team, made up of 12 staffers, is located in Los Angeles, New York, and Phoenix. Veritas Communications, an MDC Partners agency, is providing support throughout Canada.
Budget information was not disclosed, but Jorgensen noted that this is the Los Angeles office’s largest account, and is one of the firm’s top 10 clients globally.
"This is an important business for us, giving us the anchor in home entertainment and expanding on our entertainment practice group, which we have been growing quite a bit since I started here [in March]," Jorgensen said.
A rep from Fox Home Entertainment was not available for comment.
Hill+Knowlton Strategies was the incumbent on the account, ending its relationship with Fox Home Entertainment at the end of October. A representative from H+K was not immediately available to comment.
Allison+Partners also recently won business from Focus Brands, which encompasses Moe’s Southwest Grill, McAlister’s Deli, and Schlotzsky’s Café & Bakery; and Thunder Studios.
This story was updated on December 21 to correct the oversight of social media, which is handled in-house by the company. It was updated on December 22 to correct that the firm is not promoting Star Wars: Episode VII among Twentieth Century Fox Home Entertainment’s titles.