News

Fox Reviews Agencies For $1bn+ in Ad Spending

   May 20, 2015-21st Century Fox, which is the parent of the major-movie studio 20th Century Fox, is conducting a review of outside advertising agencies that handle its $1 billion+ in advertising expenditures. This is the TV/film media giant’s first “agency review” in a decade.
   It is also a window into the ginormous spending for paid-advertising
in Hollywood. According to Kantar Media, whole company spent $770 million in measured U.S. media in 2014. Measured are TV commercials, magazine ads, outdoor billboards and any other media that can easily be detected—and thus excludes local media.
   The 20th Century Fox movie studio’s measured advertising outlay totaled $526 million for the U.S. in 2014. Of course, movie studio also buys advertising overseas, which is not covered in the Kantar Media figures. “Incumbent (advertising agencies) include Zenith Media, part of Publicis Groupe, which handles the bulk of the client’s domestic business, and Dentsu Aegis Network’s Vizeum, which handles most of the international portion of the account,” says a Media Post article by Steve McClellan.
   “At the major studios, the marketing departments have executives dedicated to overseeing media planning, but the actual ad buying is done by outside agencies,” says the third edition of Marketing To Moviegoers. Advertising content tends to be fashioned by an array of small creative boutiques, unlike paid advertising spending in media that is concentrated with one or a few ad agencies.
For full text, click links below; this website’s text is searchable via searchbox at upper right of web pages:
http://www.mediapost.com/publications/article/250319/21st-century-fox-kicks-off-1-billion-plus-global.html
http://adage.com/article/agency-news/21st-century-fox-review-global-media-agency-business/298671/
http://www.marketingmovies.net/news/warner-bros-promises-to-trim-$2bn-marketing-spend/
http://www.marketingmovies.net/chapters/chapter-3-paid-advertising/