Fox Sticks With Zenith For its $424m Ad Account

By Robert Marich
   May 19, 2016-Major studio 20th Century Fox decided to keep its $424 million/year in measured advertising spending account for domestic at incumbent advertising agency Zenith Media, which is a unit of Publicis Groupe. According to a story in Advertising Age, Alexandra Bruell reports that the studio’s parent 21st Century Fox
logs $768 million in total domestic advertising spending when including its other divisions like TV channels.
   Other agencies on the 21st Century’s roster are Vizeum for Fox Broadcasting, Fox Sports and basic cable network National Geographic (replacing Media Storm and MDC’s Assembly), and Assembly remains for media planning for film, home entertainment and basic cable network FX (some of those functions had been in-house). Those assignments are domestic (meaning U.S. and Canada)—the ad agency roster varies internationally.
   Advertising buying has become a sexy part of the media because of the complexities of new digital media.
   “What was once a boring science is today where a lot of innovation—the art—is found in movie marketing, with cutting-edge online ads and demographically focused cable-television buys,” says the third edition of Marketing To Moviegoers. “Hollywood is a big spender. The movie sector ranks as about the fifth-largest category for paid advertising on a national basis, trailing the automotive, drugs, cell phone, and fast-food–restaurant categories.”
   Advertising accounts reviews have erupted across the advertising business as clients investigate how to maximize their messaging in new digital media that is complex to nagviate and whether their ad agencies pass along volume discounts.
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