MBS Media has scooped the pounds 4 million media planning and
buying account for film company Metro Goldwyn Mayer’s home entertainment
The agency won the business after seeing off rival bids from MindShare
and MediaVest in a three-way pitch. The incumbent CDP Media, which now
only handles the public relations, did not pitch.
Planning and buying for the MGM account will be headed by MBS account
director Vanessa Wilkinson. She will be supported by a team of six,
including the planners/buyers Amice Grubb and Laura Stewart.
Grubb revealed the agency would be using a variety of media to promote
MGM’s video and DVD releases. ’We’ll be using radio and magazines, and
perhaps some outdoor, although things are obviously at the early
planning stages,’ she said.
The pounds 4 million budget will not be split evenly between films.
Spend will depend on the profile of individual releases and planning
will take place on an ongoing basis.
Recent MGM video and DVD releases include The Man in the Iron Mask,
starring Leonardo diCaprio, and Tomorrow Never Dies, starring Pierce
Brosnan. MGM is also planning to release The World is not Enough on DVD
and will launch a special edition DVD Bond film every month
MBS Media’s client portfolio includes William Hill, Bendicks chocolates
and Michelin tyres.
MGM celebrates its 75th birthday this year. The creative account has
been divided up between film specialist agencies including Curio, Blue
Source and Picture Production Company.