Paramount Home Entertainment is understood to have approached Mediaedge:cia to look after its media needs. Mediaedge:cia is expected to take the business.
The WPP Group-owned agency competed for the Paramount Home Entertainment media account, alongside Vizeum, Universal McCann and the now defunct Allmond Partnership, the last time it was put up to pitch in 2005. It was understood to have come a close second in the process. The original incumbent ZenithOptimedia declined to repitch for the account.
According to figures from Nielsen Media Research, Paramount Home Entertainment spent nearly £2.5m on television promotion, an estimated £50,000 on radio campaigns, £280,000 on press activity and approximately £75,000 online.
Recent releases from the Paramount Home Entertainment stable include animated feature 'Flushed Away', Clint Eastwood's WWII epic 'Flags of Our Fathers' and comedy 'Blades of Glory' starring Will Ferrell.
The distributor is due to release Oscar-winning musical 'Dreamgirls' starring Beyonce Knowles and Eddie Murphy next month. Last week, it launched conspiracy action movie 'Shooter' starring MarkWahlberg.
Vizeum took the £150m international planning brief for 20th Century Fox in Europe, Asia Pacific and Latin American business at the turn of the year in a battle against ZenithOptimedia and MindShare.
The UK account for 20th Century Fox is in the process of transferring from Starcom, which did not defend the account as its parent company Publicis Groupe had chosen its sister agency ZenithOptimedia to take part in the wider $1.1bn global pitch. The American agency Zenith Media won the account in the US and the network also scooped the Australian brief.
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