Blockbuster has hired Doner Cardwell Hawkins as its lead creative agency for all markets outside the US and its domestic UK account, worth a combined £65m.
DCH’s US sister agency Doner is the video retailer’s main agency in the US.
DCH has been selected to create an international brand-building campaign, worth £50m, that will be adapted in all Blockbuster’s 27 overseas markets outside the US. Doner pitched against Saatchi & Saatchi, Grey, Euro RSCG Wnek Gosper, and Ogilvy & Mather for the international business.
Following the move, UK marketing director Siobhan Chatburn has also appointed DCH to be lead agency on the UK account. The move ousts TBWA GGT Simons Palmer from the business, which will be worth £15m next year.
However, Vernon Salt, Blockbuster senior vice-president of worldwide advertising and chairman of a new international “brand panel” which made the new appointment, says the decision will not affect selection of agencies in other domestic markets.
He says: “We will encourage all international markets to adapt and build this work locally.”
Blockbuster has until now used different agencies in separate markets. However, the company, which spent $151m (£95m) on advertising worldwide last year, says consistent messages will run through work in all its regions.
Salt says: “If you look at markets now, there are a greater number of similarities than there are differences. Our goal is to unify our approach, and that will naturally lead to consistent ad-lines and slogans.”