MINDSHARE ADDS TO TWENTIETH CENTURY ASIAN BUSINESS

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(Aug. 16, 2001) HONG KONG -- Twentieth Century Fox has appointed MindShare to handle media planning and buying in Hong Kong, just weeks after the WPP Group-owned media agency won the Twentieth Century Fox business in Japan.

The $2 million win followed a pitch against Carat, Market Catalyst and the incumbent Zenith Media, which is jointly owned by Publicis Groupe and Cordiant Communications. Creative advertising is handled in-house.

Besides Japan, MindShare works with Twentieth Century Fox in Singapore and the U.S.

"We were very focused on business results," said Melanie Lo, general manager, MindShare, Hong Kong. The agency will be integrating promotions and new marketing alliances with Fox's paid media campaigns to deliver box office results. -- Normandy Madden

Copyright August 2001, Crain Communications Inc.

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