NEWS: Lansdown nets home video task

Columbia Tristar has enlisted Lansdown Conquest to invigorate its home video advertising, an account that has been held by CM Lintas for the past seven years.

Columbia Tristar has enlisted Lansdown Conquest to invigorate its home

video advertising, an account that has been held by CM Lintas for the

past seven years.



The move follows a protracted five-month review by the home video arm of

Columbia, which has recently produced such hit movies as Sense and

Sensibility, To Die For and Jumanji.



Lansdown carried off the account after battling against competition from

J. Walter Thompson, Grey and the incumbent. K Advertising, which handles

Columbia’s pounds 6 million advertising spend for all its cinema

releases, was also understood to be on the shortlist.



Lansdown’s media arm, Media Insight, won the media planning and buying

on the account, which amounted to less than pounds 1 million last year

(Register-MEAL), but could be increased to as much as pounds 4 million.



Columbia’s review began last November as a series of informal

discussions with six agencies about how to take video advertising beyond

its traditional format of using straight film clips.



The discussions were followed by a round of creative and strategic

pitches on two or three real projects, and finally a trial period of

working on the advertising.



The appointment reunites Lansdown with a major film company after the

agency lost the Entertainment Group - one of its largest clients - two

years ago.



Marek Antoniak, managing director of Columbia Tristar home video,

explained the appointment. ‘We were delighted with the creative ideas

put forward by Lansdown and were very impressed with its immediate

understanding of the various issues relative to our market,’ he said.



Lansdown’s chief executive, Bill Patterson, also confirmed the win,

adding: ‘The product is fantastic and I sincerely believe that our work

will do it justice.’



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