Mediaedge has handled media buying and planning duties for Paramount in the U.S. since 2004. The American arm of the global media agency also handled 12 international markets for the now-disbanded United International Pictures, a Paramount and Universal joint distribution vehicle.
Paramount Pictures International is the new distribution arm of the movie studio.
Based on Ad Age DataCenter analysis of spending by United International Pictures and home-entertainment division, the global account is estimated at $900 million.
'Effectiveness and efficiency'
"Our decision to consolidate global media communications with MEC and the Group M network was driven by our desire to improve the effectiveness and efficiency of our media spending globally," Simon Combes, VP-international media, Paramount, said in a statement.
Paramount is pulling out all the marketing stops for its upcoming action blockbuster "Transformers," due in theaters July 3; other releases have included "Blades of Glory," "A Mighty Heart" and "Shrek the Third," with DreamWorks.