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DISNEY HOPES 'MAGIC HAPPENS' WITH NEW PUSH

By Published on .

LOS ANGELES (AdAge.com) -- Walt Disney Co. will launch its $20 million to $25 million "Magic Happens" brand campaign Oct. 14.

Seven TV spots from Bcom3 Group's Leo Burnett USA, Chicago, will run on a number of Disney-owned networks.

Separately, Disney's motion-picture and home-video divisions scheduled meetings this week with media agencies in what may be a first step in a review for its estimated $500 million planning and buying business. Read the related story.

Shops include incumbent Interpublic Group of Cos.' Initiative Media; WPP Group's Media Edge; Zenith Media, which is owned by Publicis Groupe and Cordiant Communications Group; Horizon Media; Aegis Group's Carat; and Bcom3's Starcom Worldwide.

Burnett, Starcom's parent, does planning and creative for Disney theme parks. Carat handles Disney's international media.

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