Buena Vista hires TCA to run European promotions

The Communications Agency (TCA) has been appointed to handle the pan-European promotional marketing business for Buena Vista Home Entertainment (BVHE), Disney’s home entertainment division.

The agency was appointed following a competitive pitch, overseen by The Haystack Group, against incumbent Momentum and a number of undisclosed agencies.

TCA will work on all film and TV releases on DVD, including Desperate Housewives and Lost, as well as Disney Channel film releases. It will be responsible for rolling out promotional campaigns across Europe and for the negotiation of pan-European partnerships.

The agency has been working for 14 years with Buena Vista International, the film distribution division, promoting releases from Disney, Touchstone and Miramax.

Stephen Foulser, BVHE vice-president for marketing EMEA (Europe, Middle East and Africa), says: “TCA has a great track record in producing innovative promotional ideas for Disney and will be the perfect partner for us.”

Former Euro RSCG London managing director Adam Leigh joined TCA last year as chief executive (MW October 20, 2005). Leigh runs the business with TCA founder and chairman Robert Prevezer.

Leigh left Euro RSCG in 2004 following a period of upheaval at the agency. It is understood that he declined an offer from then chairman Ben Langdon to take over as its deputy chairman.

TCA was founded by Prevezer in 1986 and is one of the UK’s oldest independent marketing services agencies.