The agency will be handling PR across EMEA for the Digital Entertainment Group, whose partners include Universal Pictures International Entertainment, Walt Disney Studios Home Entertainment and 20th Century Fox. The brief is to update consumers and retailers on the latest developments in DVD, as well as new technologies such as Blu-ray, HD and digital content delivery.
While few industries are immune to the financial crisis, the home video business is proving more resistant than others and Weber Shandwick will hope to capitalise on this.
David Lawrence, a director at Weber Shandwick Technology, said: 'You only have to look at the tremendous success of Mama Mia even in the middle of a harsh downturn to know the business is holding up.'
Last year, Weber Shandwick grew its digital and entertainment division by 60 per cent. Michelle McGlocklin, managing director of Weber Shandwick Technology, said she expected it to increase by a double-digit percentage in 2009.
However, John Ozimek, associate director of tech specialist Miliberty, said that while people would eventually upgrade to Blu-ray and HD, they may be cautious about doing so in tough times.