TOKYO -- Following a formal review process involving five other agencies, WPP Group-owned media specialist MindShare Japan has been appointed as 20th Century Fox (Far East) Inc.'s new media planning agency in Japan.
This is a major win for MindShare as 20th Century Fox is estimated to spend $40 million to $45 million per year.
Until now, an in-company team headed by National Marketing Director Toshio Furusawa, widely acknowledged to be Japan's leading movie marketer with more than 35 years experience, has been handling media planning for the studio.
However, "the theatrical environment and consumer attitudes are changing rapidly," noted 20th Century Fox General Manager Geoffrey Bossiere. "We want to maintain our marketing excellence by expanding our thought processes and methods to meet market needs," he said.
Charged with working on all major movie releases in Japan, MindShare's first assignment is the summer release of Tim Burton's new film, Planet of the Apes, inspired by Pierre Bovile's novel and 1968 film.
MindShare Japan General Manager Andrew Meaden, who lead the pitch, said that "Fox was looking for a new media agency to challenge its current thinking ... and come up with great media ideas. We look forward to delivering the goods for the company." -- Campbell Gray
Copyright May 2001, Crain Communications Inc.