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.

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More Film News from Variety

Loading