The account, which includes Paramount Studios and Dreamworks Studios, joins the Paramount theatrical and home entertainment business within MEC's UK office.
The global review followed the demerger of Universal Studios and Paramount Studios, which were housed in a joint venture under the United International Pictures brand. The demerger saw the studios assume sole distribution of their film properties. The media account, which was originally handled by Zenith, was then split between Zenith and MediaCom. The consolidation means Zenith has now lost the combined £34 million UIP media account.
Paramount called the review at the start of this year in a bid to align the account globally. Mediaedge:cia was the incumbent media agency in the US, Canada, Argentina, Finland, Norway, Sweden, Malaysia and Singapore. It has now picked up the account in a further 12 markets.