• by Amy Corr  @MediaPostOTL, October 30, 2015

IMAX named Mistress as its global creative agency, following a review. The agency will create a 2016 global brand campaign for the theater chain, with more than 1,000 cinemas in 65 countries. Cooke Wax Partnership previously handled work for IMAX." At IMAX our mission is to change the way people around the world experience movies," said Eileen Campbell, chief marketing officer at IMAX. "Mistress understands our love for cinema and the global nature of our business and we believe they possess the strategic and creative vision to help us further define our voice and take the IMAX brand to another level." Added Damien Eley, partner and co-executive creative director at Mistress: "IMAX is a truly global brand that has such a rich heritage in pioneering the technology of making films the way filmmakers intended and we can't wait to tell the world about that in a really fresh, Mistress way." IMAX spent $508,000 on measured media in 2014 and $211,000 the first six months of 2015, according to Kantar Media. Additional Mistress clients include Netflix, NOS Energy Drink, Brown-Forman, Cedars-Sinai and the World Surf League.