Cineworld Group, the UK’s second largest cinema chain, is understood to have appointed Billington Cartmell to handle its integrated advertising account.
It is understood the agency was appointed following a competitive pitch against undisclosed agencies, which was overseen by the AAR. It is not known if there was an incumbent agency.
The Cineworld brief is believed to cover brand strategy, but a considerable element will involve promotional and point-of-sale activity.
The chain became the second largest in the UK after Odeon following its merger with UGC Cinemas in December 2004. It has since rebranded all UGC cinemas under the Cineworld brand, giving it a portfolio of 74 cinemas and 770 screens (including Ireland).
Earlier this year, the chain joined forces with Odeon after the closure of Carlton Screen Advertising, which handled the advertising sales contracts for the chains. The pair took on “certain assets” from the company and formed Digital Cinema Media to handle their contracts.
Cineworld’s contract was worth £20m. Cineworld was founded in 1995 by a senior management team including current chief executive Steve Wiener.