Miramax Settles $100 Million Media Account Review

Maxus to Handle Planning, Buying; Media Storm Gets Digital

By Published on .

NEW YORK (AdAge.com) -- WPP Group's Maxus and independent Media Storm have each won duties on Miramax's estimated $100 million media account following a review, the film company said.

Maxus, part of WPP's Group M network, has won planning and buying duties for the electronic portion of the account, which includes TV, radio and outdoor.

Media Storm, an independent with a roster of entertainment clients such as FX, Food Network and Fox, has won the digital portion of the media business, which includes planning, search, mobile and gaming.

The newspaper portion of the account, which is worth about $44 million in billings, according to TNS Media Intelligence, is handled by Allied Advertising and was not affected by the review.

Valuable capacities
"When we went through the review, we wanted to see what agencies were going to bring strategic thinking and research analytics to the forefront -- and [Maxus and Media Storm] were two agencies that really stood out for us," said Jason Cassidy, exec VP-marketing, Miramax.

Palisades Media Group, the incumbent on the account, and Publicis Groupe's Starcom also participated in the review.

The Los Angeles-based Palisades works with a number of entertainment companies, including the Weinstein Co., a film company started by Miramax founders Harvey and Bob Weinstein after they had a public falling out with Miramax's parent company, the Walt Disney Co.

Palisades has had a long relationship with Miramax, serving as the film company's media agency from 1996 until 2003, and then resuming media buying and planning for the company in 2004. A spokeswoman for Palisades did not return a call by press time.
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