The UK’s largest independent film distributor, Ent-ertainment Film
Distrib-utors, has awarded its pounds 10 million media buying and
planning business to Universal McCann.
Universal saw off at least two agencies to take the business, one of
which is thought to have been the incumbent, New PHD.
The win is Universal’s first major account gain since its spin-off from
McCann-Erickson more than a year ago.
Entertainment Film Distributors, which is part of the Entertainment
Group, spent pounds 9.7 million in 1996, according to ACN MEAL.
Its investment in 1997 will depend on the films the company distributes
during the course of the year.
Trista Grant, the man-aging director of Universal McCann, commented:
’Our experience across similar fast turnaround business such as Tower
Records and UCI Cinemas was significant in helping us to understand this
market and the particular needs of Entertainment Film Distributors.’
Grant said that the win was ’the one the agency had been waiting for’
and was the culmination of its first year of activity. She credited
Universal’s bespoke research tools - Insight and Cognito - as playing an
important role in the deal.
The business will be headed by the planning director, Chris Shaw, while
the group planning director, Mark Barber, and the TV manager, Martin
Heaton-Cooper, will play key roles on the account.
Shaw joined Universal from Initiative Media 14 months ago to head
Shaw commented: ’This is exactly the kind of client we have been
searching for. The win is doubly satisfying for Universal as
Entertainment Film Distributors is a fast-moving retail business, which
is something we have not been renowned for.’