The Media Business wins 5m VCI account

Home entertainment retailer Video Collection International (VCI) has appointed The Media Business to handle its 5m account.

VCI media buying had previously been handled by Advertising Planning & Management (APM).

The above-the-line spend will be jointly handled by APM, which will work on its family and entertainment, music, children’s and fitness titles. Court Burkitt & Company will handle film, sport and comedy titles, including the video release of Fever Pitch.

The company plans its biggest range of product launches this year, which will include titles such as a Rosemary Conley fitness video and a Jeremy Clarkson motoring video.

Carole Gaskell, marketing director, says: “This autumn we will be releasing close to 30 different titles. Each requires an individual campaign and media selection.”

She adds: “Video sales can be highly seasonal; a significant proportion of our turnover is in the last three months of the year.

“We have picked a team of two creative agencies and a media specialist who can each play to their own strengths – and will help us meet the annual challenge of getting a year’s work done in weeks.”

VCI has about nine per cent share of the retail video market, and its sales totalled 98.2m last year.

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