Silverscreen names FCB London as first advertising agency

FCB London has landed its first win since changing its name with the £2 million creative account for the DVD retailer Silverscreen.

The hiring is part of Silverscreen's effort to accelerate its expansion, which includes increasing its current nine outlets to 180 by opening a store each week for the next three years.

The plan is bankrolled by a £20 million investment from the venture capitalist Apax Partners, the company behind New Look and Focus Wickes.

FCB London is currently working on a press, poster and radio campaign for Silverscreen, which previously produced its creative work in-house. Media planning and buying will be handled by Monkey Communications.

Established last year by the former EMI strategy director Ernesto Schmitt and the entrepreneur Sebastian James, Silverscreen claims to be Europe's first and only chain dedicated to DVDs.

In contrast to the youth focus of its rivals, the company has gone for a family positioning, targeting 25- to 45-year-olds who buy 75 per cent of the DVDs sold in the UK.

New advertising will break in the run-up to Christmas. The corresponding period last year accounted for 50 per cent of the £2.3 billion DVD market by value.

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