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The agency will develop promotional activity to support DVD releases by Walt Disney, Touchstone, Hollywood Pictures, Miramax and Buena Vista.

It will also manage integrated UK and Ireland campaigns for the group's DVD back catalogue and forthcoming movie releases such as Prince Caspian and Wall.e.

The firm has also briefed Haygarth to drive awareness of Blu-ray, the high-definition DVD format, at what Disney describes as a 'crucial and strategic time'.

Walt Disney Studios Home Entertainment customer marketing director Philippe Roucoule said future campaigns will be tailored by retailer type.