Par takes media planning in-house

Paramount Pictures will perform all national media planning in-house as part of the studio’s continuing efforts to centralize its movie marketing operations.

The studio will also do its own select media buying and reorganize the working relationship with its outside ad agency, Ogilvy & Mather.

The agency will continue to handle Par’s national broadcast media purchases.

The consolidation approach began last year when Par launched 5555 Communications, an in-house agency designed to handle print and broadcast responsibilities for its feature and homevideo releases, in an effort to give the studio more control over creative issues and costs for print ads and the production of trailers and commercials.

Susan Wrenn, Par’s VP of national advertising, will run the in-house department, reporting to Tom Campanella, exec VP of advertising and promotion.

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