Blockbuster Entertainment is lining up a list of agencies to pitch
for its pounds 5 million advertising account, held by TBWA GGT Simons
Palmer.
The pitch is being co-ordinated by the AAR and agencies considered for
the shortlist include HHCL & Partners, Partners BDDH, Delaney Lund Knox
Warren and TBWA. A shortlist of three is expected by the end of this
week.
It is thought that the company is keen to move to a smaller agency than
TBWA - it appointed GGT in 1995, which has since been folded into
TBWA.
The company’s UK director of marketing, Siobhan Chatburn, called the
review, which comes as the video rental market faces stiff competition
from video-on-demand.
Agencies are being informed that the account will be worth pounds 10
million, even though only pounds 5 million was spent last year. The
company is intending to increase the proportion of its budget that is
spent on radio advertising.
A Blockbuster spokesman said: ’With increasing competition from
direct-to-home movie delivery services, 2000 represents a challenging
time for Blockbuster to prove that it can deliver not only newer movies
but a far wider choice than is available from any other source.
’Blockbuster therefore felt it prudent to open up the strategic and
creative playing field to ensure that it enters the new year with the
right message and the right creative to successfully overcome the
challenges ahead.’
The company is developing its DVD service and is moving further into new
media and e-commerce. It has teamed up with Warner Home Video and
Toshiba to push DVD in the run-up to Christmas with a pounds 2 million
ad campaign.
Blockbuster is owned by Viacom, which also owns the video distribution
company, CIC. CIC appointed Delaney Fletcher Bozell to its pounds 4
million account earlier this year.
