20Th Century Fox in 40m review

Twentieth Century Fox has put its estimated 40m UK advertising and marketing roster up for review as the film company seeks to boost its marketing potential.

Twentieth Century Fox has put its estimated £40m UK advertising and marketing roster up for review as the film company seeks to boost its marketing potential.

The film distributor’s theatrical marketing director Elizabeth Kesses, who is overseeing the review, says it has been called to carry out a “health check” on advertising opportunities.

The film company is understood to have already spoken to about 12 agencies on its roster.

Kesses confirms that its advertising spend is over £40m, and will also include digital and public relations spend.

Vizeum, which handles Twentieth Century Fox’s £34m UK media planning and buying account, is not affected by the review.

Kesses says the “informal’ review will involve agencies with and without film experience. She says: “It is partly about bringing in some of the disciplines of the traditional advertising world, like planning and strategy.”

Earlier this year, Twentieth Century Fox awarded its estimated £150m international planning and buying brief to Vizeum.

It has recently rolled out a series of promotions, including a deal with Nestlé for an on-pack promotion to support the launch of The Simpsons movie. The promotion features Homer Simpson appearing on the front of Kit Kat, Aero, Rolo and Yorkie packs as part of an instant cash-win promotion.

Twentieth Century Fox also became the first brand to run an online ad campaign using a video player launched by viral company Bore Me. The player enables advertisers to target internet users based on the type of videos they enjoy.

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