MGM Home Entertainment has appointed CDP to promote the retail and
rental of all its films including the latest James Bond movie, Tomorrow
In its new role, CDP will oversee all aspects of mar-keting and advise
on the development of MGM brand extensions.
’There is a range of things we could do, from stunts to joint promotions
and above-the-line advertising,’ CDP’s head of account management,
Johnny Hornby, said. ’MGM will come to us with a marketing budget for a
film and we will come up with a solution - that’s what they bought
Hornby said the appointment followed CDP’s assignment on a trial basis
to handle the release of the digitally remastered Wizard of Oz last
year. Previously, the bulk of MGM’s European retail and rental
distribution was handled by Warner Brothers.
Total marketing budgets for retail and rental are expected to reach
pounds 8 million this year, with about pounds 2 million going above the
line. CDP will plan and buy all media.
Bruno Carlson, the vice-president of sales and mar-keting for MGM Home
Entertainment, said: ’What really impressed us was not simply CDP’s
capabilities across the breadth of communications disciplines, but the
unique way in which it manages integration strategically and