RPA Grabs MGM's Media, Palisades Is Out

In a sudden turn of events last week, Metro-Goldwyn-Mayer Studios abruptly shifted its $100 million media buying account from Palisades Media Group to RPA--the Santa Monica, Calif., agency formerly known as Rubin Postaer and Associates.

Palisades Media Group, also Santa Monica-based, was awarded the MGM theatrical business in March. It worked on one movie for MGM--"Material Girls," starring Hilary Duff.

Analysts peg the quick move to Amy Gruberg's recent arrival at MGM as a senior media buyer. She had been the senior media-buying executive at DreamWorks Pictures. In the staff reshuffling that occurred after Paramount Pictures acquired DreamWorks, Gruberg was out of a job.

MGM executives were not available for comment regarding the agency switch. Roger Schaffner, CEO of Palisades Media Group, had no comment. MGM is looking to launch some 20 theatrical movies a year, with production budgets of $15 million to $60 million.

MGM COO Rick Sands was instrumental in bringing MGM to Palisades, since he was familiar with the agency. He held a senior film executive position at Miramax Films, a longtime client of Palisades.



Back in March, Sands told MediaPost, in reference to Palisades Media's seasoned acumen in buying media for movies: "Roger [Schaffner, chairman/CEO of Palisades] gets it."

Palisades has other film clients--film producer The Weinstein Co. (which has a theatrical distribution deal with MGM), Lions Gate Films and Lions Home Video, Paramount Classics, as well as video game producer Electronic Arts and New Line Cinema interactive.

It's usually considered a conflict when a media agency has more than one client in the same business. To avoid competitive clashes, all of Palisades' film clients have separate teams devoted only to their movies.

Next story loading loading..