Disney sends 20th Century Fox media business to OMD
Some of the 21st Century Fox assets acquired by The Walt Disney Co. for $71 billion have consolidated their media business with Omnicom Group media agency OMD, taking planning and buying duties away from Publicis Media's Zenith and MDC Partners' Assembly, several people familiar with the matter told Ad Age.
OMD is now media agency-of-record for Twentieth Century Fox Film Corp., Fox Searchlight Pictures and Fox Entertainment Group, the people said. Several people believe that this is the first step in a larger process to streamline the planning and buying business following the acquisition, which closed in March.
A spokesperson for OMD deferred comment to the client. A spokesperson for Zenith declined to comment. Disney did not immediately respond to a request for comment.
"This move has been anticipated and planned for since the announcement of the Disney acquisition and related management changes," an Assembly spokesperson said in a statement to Ad Age. "We’re extremely proud of the work we’ve done together and wish Fox all the best going forward.”
Zenith retained buying duties for the film and home entertainment divisions of Twentieth Century Fox in the U.S. and Canada following the completion of a 21st Century Fox North American media review in 2016. The shop also was awarded both planning and buying for parts of the film business in Canada and retained buying for FX during that process.
Following the 2016 review, Assembly was handed planning responsibilities for Twentieth Century Fox Film and Entertainment and FX.
OMD has been media agency of record for Disney's movie divisions including Pixar, Marvel Studios, Lucasfilm and Walt Disney Studios since 2013, winning the business without a review.
Disney's move to consolidate all media business with one agency has been anticipated since the acquisition of 21st Century Fox closed. It resulted in 21st Century Fox president Peter Rice shifting to chairman of Walt Disney Television and co-chair of Disney’s Media Networks unit and Fox’s Dana Walden becoming chairman of Disney Television Studios and ABC Entertainment.
The acquisition included its combined ownership stake in Hulu with 21st Century Fox plus Twentieth Century Fox, Fox Searchlight Pictures, Fox 2000 Pictures, Fox Family and Fox Animation, Twentieth Century Fox Television, FX Productions FX Networks, and National Geographic.