MediaCom's WPP stablemate Mediaedge:cia was also shortlisted for the account, but was knocked out of the running early last week, along with Starcom. Agencies were informed of the decision at the end of last week.
The review was precipitated by the imminent demerger of Universal Studios and Paramount Studios, which will begin to operate separately in January. Both accounts were previously handled by Zenith-Optimedia, which will retain media duties on the Paramount business.
MediaCom already handles the Universal Home Entertainment account, while Vizeum manages the Paramount Home Entertainment business.
Matthew Mee, MediaCom's managing partner, said: "We showed a good understanding of how its business works. The entertainment field is developing fast; Universal will release 20 films next year and each one presents a unique marketing challenge."