Entertainment and media behemoth 21st Century Fox (21CF) has
completed the North American portion of the global media agency review it began a year ago.
The company confirmed the development but declined further
comment. When it launched the review in May of 2015, the company stated: “We are getting great service from all of our current agency partners so this review is not about performance or
cost. The rules of consumer engagement in our business are shifting quickly and dramatically.
"After more than 10 years since our last Company-wide global review, we are going
through this process to ensure we have the right agency partners who are best equipped to work with us to reimagine the future of marketing for 21st Century Fox’s leading brands.”
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Globally, the company spends more than $1 billion annually on ads. In the U.S. it spent $770 million in measured media in 2014 according to Kantar Media.
Incumbent Zenith, the Publicis
Groupe media agency has been retained to handle buying for the film and home entertainment divisions in the U.S. (as well as planning and buying for Canada) and will also continue its buying
assignment for FX.
Vizeum, part of Dentsu Aegis Network was selected to handle buying and planning for Fox Broadcast, Fox Sports and National Geographic.
MDC Partners’ Assembly
was tapped for U.S. planning duties for the film and home entertainment units, as well for FX. Previously the client handled most the planning in house.
The review is ongoing for regions
outside the U.S. and Canada. MediaLink is assisting 21CF with the review process.