The move comes as consumers increasingly opt to watch films via interactive TV, and as the chain battles competition from online DVD rental companies.
Blockbuster is striving to give its high-street stores a new lease of life, but also wants people to rent films via its website.
The company has switched the account to Resonate after four years with Attenborough Associates (which recently became Attenborough Saffron).
‘While online rentals have grown, the majority of consumers still prefer renting through video stores, in many instances because they rent infrequently or find nothing on TV and elect to make a spur-of-the-moment decision to rent’ said Resonate MD Michael Frohlich.
Resonate, part of the Bell Pottinger Group, will bid to woo ‘spur-of-the-moment’ renters to Blockbuster.
The brief, believed to be worth around £100,000, includes promotion of Blockbuster’s work with the Starlight Children’s Foundation, a charity for seriously and terminally ill children.
Resonate worked for Silverscreen last year. The firm, which claimed to be the UK’s largest DVD specialist rental brand, went into administration last month.