EFD switches account to MediaCom

Entertainment Film Distributors, the film company behind hits including Lord of the Rings, has moved its £22 million media planning and buying account into MediaCom.

MediaCom won the business from ZenithOptimedia without a pitch.

ZenithOptimedia claimed the business moved because of conflict after it won the account for EFD's rival UIP last December. However, MediaCom said that EFD was impressed by its specialist entertainment division, which specialises in music, games and home entertainment.

The account was won by Optimedia in 2001 from Universal McCann and stayed following the merger of the agency with Zenith Media.

Nigel Green, the joint managing director of EFD, said MediaCom's early projects would include the launches of The Phantom of the Opera and The New World.

Nick Lawson, the joint managing director of MediaCom, said: "We are delighted to have won the account. EFD recognised our expertise in this area and both companies are very excited about working together. We have wanted a film distributor in our portfolio for some time now and EFD has an excellent line-up for the years ahead."

Antony Young, the chief executive of ZenithOptimedia, said: "They (EFD) got superb value and service from the agency, but the client couldn't accept the circumstances of us also handling UIP. We wish MediaCom good luck on the business."

The move by EFD follows news last week that Carlsberg-Tetley and MG Rover are reviewing their accounts at ZenithOptimedia.

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