Messner, which beat out Deutsch, New York, will handle strategic planning projects and will get the opportunity to do creative.
"This is just the beginning of what we can do with them," said Miramax Creative Director and VP-Advertising John Fahey. "We're taking baby steps."
"Slowly, we'll get involved with developing creative," said agency partner Tom Carroll.
In April 1997, Miramax formed Miramax Advertising, an in-house agency that will continue to handle most creative and planning work.
Mr. Fahey declined to discuss spending for competitive reasons, as did Mr. Carroll. However, an executive close to the review process said spending is an estimated $25 million.
National broadcast buying, handled by Palisades Media Group, Santa Monica, Calif., was unaffected by the review. Harvest Communications, New York, previously handled print buying in the tristate area.
Mr. Fahey said the Walt Disney Co.-owned studio needed increased-and dedicated-services; Harvest handles other studios. Messner has agreed not to handle any potential Miramax rivals.
Mr. Fahey wouldn't elaborate on future advertising plans, but said much of the studio's efforts are based on grass-roots marketing.
"It's more like `gut marketing' here. We're not following a formula," he said.