Miramax set to brand the Mother of all deals

Pact gives mini major first-look rights to agency's concepts

Looking to nail new branding opportunities and develop strategic promotional alliances, Miramax Films has retained the services of U.K.-based media marketing firm Mother, repping the agency’s first collaboration with a film company.

Announced Monday by Miramax co-chairman Harvey Weinstein and Andrew Deitchman, one of four partners in Mother’s recently opened New York office, the consultancy and content agreement gives Miramax first-look rights to any concepts developed by Mother with regard to branding and media properties.

“We are excited to be partnering with one of the hottest ad agencies around, which consistently provides edgy and innovative work,” Weinstein said. “This unprecedented deal gives us access to marketing strategies as well as ideas for new concepts from some of the most creative people I’ve ever met.”

The collaboration reflects Miramax’s desire to establish further promotional tie-ins such as the company’s seven-year alliance with Coors, now in its second year. “That turned out to be such a great relationship for us that we are looking to Mother to create other such alliances and to look at brand integration from another perspective,” Miramax exec VP of worldwide promotions Lori Sale said.

‘Wickedly creative’

“What attracted us to Mother is that they’re so wickedly creative,” she added. “We just wanted to tap into their brains and see what kind of bigger ideas are there.”

Under the agreement, Mother will provide advertising, marketing and branding consultation to Miramax and Dimension Films, starting with the upcoming release of Quentin Tarantino’s “Kill Bill Vol. 2,” which opens domestically April 16 and is tipped to have its international premiere as the curtain-raiser of the Cannes Film Festival in May.

Sale said online promotions, innovative product tie-ins and uniquely tailored guerrilla marketing campaigns likely will spring from the deal, which covers film exclusively and does not extend to other areas like Weinstein’s legit production ventures.

Quite the innovator

Established more than seven years ago, Mother has been acknowledged as a major force in changing the face of advertising in Britain through its groundbreaking work with such corporate clients as Coca Cola, Orange, Unilever and Siemens.

The company is moving into entertainment content, recently creating a short film titled “72 Faced Liars,” and is developing primetime programming for the BBC.

Miramax exec VP of business affairs Steve Hutensky and VP of business and legal affairs Rosalind Lawton negotiated the agreement with Deitchman.

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