• by Wayne Friedman , August 11, 2005

Santa Monica, Calif.-based Palisades Media Group has signed up The Weinstein Company, headed by former Miramax Films' founders Harvey and Bob Weinstein, in a deal that will represent about $120 million in media billings for the West Coast media agency.

The Weinstein Company is an outgrowth of its longtime Miramax Films company, which the Weinsteins started in the early 90s. Palisades Media has been the producer's media buying company for virtually all that time. Miramax Films represents about $175 million in annual media billings.

The Weinsteins' intent is no longer to focus on medium-size independent movies--a genre that Miramax virtually created--but to continue making big wide-release movies, starting with about ten movies a year.

Palisades still represents Miramax Films for a couple of movies that will be launched this month. It is assumed that Walt Disney Co.--which did a buyout deal with the Weinsteins to keep the Miramax name--will roll Miramax's future media buying activities into Starcom Media Group.

Although this is a big win for Palisades now at around $550 million in overall media billings, its overall aim is to grow its business in non-entertainment areas, says Roger Schaffner, Palisades Media Group chairman and chief executive officer. About $200 million of Palisades' billings comes from non-entertainment accounts such as Behr Paint, as well as financial fund companies.

Still, the bulk of Palisades buying is for clients such as game maker Electronic Arts and Lions Gate Entertainment. Other entertainment clients include Fox Searchlight Films and Paramount Classics.

Recently, Palisades Media hired Carat USA Executive VP Bruce Dennler as its president and chief operating officer. Dennler will be responsible for the day-to-day operations of Palisades Media Group, with much of his efforts focused on pulling in non-entertainment accounts.

"We have never in an organized way pursued business--we get business on referrals," said Schaffner. As a prelude to the Dennler hiring, two weeks ago Palisades hired Linda Perry--who came from Viacom Plus--as senior vice president of business development.

"We want to be in the 52-week business," said Schaffner. "I came out of the entertainment industry. Bruce can speak to package goods and fast-food companies. I don't have that skill set."

Palisades has long been the fodder of buyout rumors--offers that Schaffner has repeatedly turned down.