As is known, News Corp-owned Twentieth Century Fox has been on a hunt for several months to zero in on an agency that would help them with professional media buying. After coming down to five agencies in round two, the entertainment company, as per reliable sources, has finally decided to partner with Group M's Broadmind for their media responsibilities.
Twentieth Century Fox expressed its intention to rope in an agency for its media responsibilities, almost six months back. The pitch began with 10 agencies. And, the client finally short-listed five of the contenders. The other agencies apart from Broadmind were Saatchi and Saatchi, Carat, Grey and McCann. The account is pegged at Rs 2 crore. On being contacted, both the client and the agency refused to comment on the development.
What is interesting about this account is the entertainment sector's conscious attempt to get professional aid in its media decisions. Time and again, Twentieth Century Fox decision to move further from distribution activities to produce and acquire rights of Indian films indicates the company’s intention to strengthen its roots here. The fact that the company has expressed interest in regional language films, too reflect that Indian entertainment is growing at a fast pace, giving a boost to the media industry itself.
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