Lionsgate's Advertising Account Review


Sept. 10, 2012-Lionsgate begins an advertising agency account review for its $420 million in annual spending, which comes after a merger that resulted in two ad agencies. Lionsgate (The Hunger Games) recently acquired Summit Entertainment, which is home of the Twilight franchise.
   “Last year, Lionsgate spent nearly $270 million on ads, while Summit spent close to $150 million, per Kantar,” says Media Post.
   Media Post says that Interpublic’s Initiative has been Lionsgate ad agency of record since 2006 and WPP’s Mindshare serves the same fuction for Summit since 2007. In the film industry, film distributors whether major studios or indies like Lionsgate hired third party ad agencies to place paid advertising, since the agencies like Initiative and Mindshare get volume discounts and also have the infrastructure to handle the labor-intensive work. These “media buying agencies” tend not to make movie ads, which are done by specialist creative boutiques.
   Agency reviews like the one Lionsgate is conducted are rare for established film distributors. In 2010, Disney held an agency review when a new marketing czar arrived whose tenure ended up being short-lived.
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