Blockbuster hands MEC £10m media

Mediaedge:cia has been appointed by Blockbuster UK to handle its £10 million media planning and buying business.

The account, which will be placed into the WPP agency in November, was moved out of Walker Media without a pitch.

The company has spent £5 million on media so far this year, according to Nielsen Media Research. However, it recently announced plans to double this spend in 2007, as it attempts to stem the threat of online DVD rental companies, such as Amazon and Lovefilm, that offer cheaper prices, longer rental times and free delivery.

The majority of its media budget in 2006 was spent on outdoor, but the company is now seeking a far greater presence on TV, press and online.

Blockbuster has also invested heavily in its own online service,, in a bid to take a larger share of the market, which is now worth more than £1 billion a year in the US and Europe.

Toby Jenner, the operations director at MEC, said: "We're delighted to be working with Blockbuster UK at such an important time for the company, and feel confident we can help further develop its entertainment proposition."

The appointment follows last week's news that MEC had picked up the £28 million Danone account following a three-way pitch.

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