Lovefilm, the online DVD rental business, has appointed All Response Media to handle its direct response account, worth &£4m a year.
It is the first result of the overhaul of the company’s marketing strategy, following its merger earlier this year with rival Video Island, which owned the Screen Select brand. The total marketing budget is thought to be close to &£15m.
All Response Media had previously worked on the Screen Select brand, on both online and offline media. It will now work on customer acquisitions across all offline media.
“We’ll be using more media and formats,” says All Response Media managing director Colin Gillespie.
Lovefilm International chief marketing officer Simon Morris says the pitch for a creative agency should follow in the near future.
“I’m in the process of putting in place plans for brand marketing. I’m finishing the brand audit at the moment and will be developing the communications strategy from that.”
Morris adds that he is hoping to have all the elements in place by October, ahead of a major marketing push.