Optimedia takes on pounds 12m planning and buying brief for EFD

Entertainment Film Distributors (EFD), the film company behind blockbusters such as Seven and Austin Powers 2, is moving its pounds 12 million media planning and buying account into Optimedia.

Entertainment Film Distributors (EFD), the film company behind blockbusters such as Seven and Austin Powers 2, is moving its pounds 12 million media planning and buying account into Optimedia.

The business was previously handled by Universal McCann. Optimedia won the account in a pitch, which also involved three other agencies.

EFD's current big cinema release is the film Traffic, but Optimedia's first work for the distributor will be for its April release: One Night at McCool's, starring Liv Tyler. The agency claims that EFD's media spend will increase to pounds 16 million, thanks to a big spend behind the December launch of Lord of the Rings.

Optimedia's strategy is to involve using elements of the films in PR coverage, and it will be creating a number of events for the launch of One Night at McCool's.

The account will be overseen on a day-to-day basis by Optimedia's group director, Brendan Judge, and run by its managing partner, Mark Waugh.

Trevor Green, the joint managing director of EFD, said: 'Optimedia impressed us with its insights into both the film business and the complex marketplace.

The cinema-going audience has more choice than ever, so effective marketing can make a huge difference at the box office.'

Simon Mathews, the managing director for Optimedia, said: 'Each new film 'brand' only has a short shelf life, so we are committed to being right on the money with our strategic advice every time.'



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