GSD&M’s $100 Mil. Win

DreamWorks SKG last week awarded its estimated $100 million media account to GSD&M in Austin, Texas.
GSD&M had shared film assignments for the past seven months with incumbent Focus Media of Santa Monica, Calif., as the studio measured the capabilities of both agencies in its consolidation. GSD&M handled Prince of Egypt, while Focus was assigned Antz.
The win is another industry coup for the shop’s media department, which surprised Madison Avenue four years ago by nabbing the $180 million New York-based MasterCard media business.
“Yes, there seemed to be some surprise when we got into this review,” said GSD&M representative Eric Webber, “but we’re not a media novice by any means. One-third of our billings are in media[-only] assignments.”
“Acquiring media-only business is a significant part of our growth plans,” said GSD&M executive media director Judy Trabulsi, who joined agency president Roy Spence in pitching Dreamworks executives, including studio co-founder Jeffrey Katzenberg.
Spence described the DreamWorks relationship as a “great ride.” He noted, “They built an exciting business as unique in their industry as GSD&M is in ours.”
DreamWorks officials could not be reached for comment about the media assignment at press time.
The win came shortly after DreamWorks had assigned media chores on its new release, Forces of Nature, to the Austin shop. GSD&M’s other assignments will include media for home video releases and the studio’s GameWorks video game and interactive arcades.