Walt Disney World, the theme parks and resorts outfit in Orlando, Florida, is understood to have performed a dramatic U-turn by switching its UK media account back to TMD Carat from Leo Burnett.
The company moved its 5.3m full-service account from Saatchi & Saatchi and TMD Carat to Burnett less than two weeks ago – without a pitch (MW April 2). TMD Carat is now believed to have been reinstated.
The original decision to consolidate UK advertising by placing creative work, media planning and media buying with Burnett is thought to have been made in the US. It appears that pressure from Disney’s European management brought about the U-turn.
Burnett has held the US account for four years. It recently picked up business in Argentina, Brazil, Mexico and Canada.
Walt Disney World is preparing to open its largest theme park in Florida – to be called Animal Kingdom – on April 22.
The Walt Disney subsidiary operates four theme parks, three water parks, five golf courses and 16 hotels at its huge complex in Orlando.
Leo Burnett has denied that the media account is moving back to Carat.