Lights! Camera! Review: Lionsgate Puts Media Account In Play
Los Angeles-based movie and TV studio Lionsgate has put its media agency account into review, the client has confirmed.
Annual ad spending on the account -- which includes Summit
Entertainment, which Lionsgate acquired earlier this year -- is more than $400 million, according to Kantar Media.
Last year, Lionsgate spent nearly $270 million on ads, while Summit spent
close to $150 million, per Kantar.
Incumbents on the account include Interpublic’s Initiative, which has handled media duties for Lionsgate since 2006 and WPP’s Mindshare, which
won media chores for Summit in 2007, the year the production company was formed.
Confirming the review, Lionsgate stated: “Based on the recent acquisition of Summit Entertainment,
Lionsgate has engaged in a review of its current media agency partnership. The review process is targeted and not an open assignment or call for proposals. The scope of the studio's needs has expanded
now that it is releasing filmed entertainment product under two labels.”
Lionsgate confirmed that the contenders in the review include the two incumbents, Initiative and Mindshare,
and one non-roster shop: independent agency Horizon Media.
Lionsgate is noted for films such as “The Hunger Games,” the “Saw” series of horror films and “The
Expendables.” On the TV side, the studio’s credits include “Weeds,” “Nurse Jackie” and “Mad Men.” Summit is perhaps best known for its
“Twilight” series of vampire films.
None of the contending agencies would comment, referring queries to the client.
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