Will Handle Advertising Buying and Planning

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NEW YORK ( -- Paramount Pictures selected WPP Group's Mediaedge:cia to handle advertising media buying and planning, according to executives familiar with the matter.

The review included three other New York media agencies: MediaVest, a unit of Publicis Groupe's Starcom MediaVest Group; Interpublic Group of Cos.' Initiative; and Omnicom's PHD.

The agencies referred calls to Paramount.

The Viacom-owned movie studio spent $479 million in measured media in 2003, according to TNS Media Intelligence/CMR. Paramount did not return calls at press time.

MediaVest was the incumbent on media buying; media planning was previously handled in-house.

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