Movie Channel Appoints Media Partner

ATLANTA AMC said it has selected Optimedia to handle media planning and buying following a review.

The New York media shop prevailed over incumbent JL Media and other undisclosed agencies.

Catherine Moran, client vice president of consumer marketing, said Optimedia will be responsible for all of the consumer media for the cable channel’s advertising initiatives.

“They demonstrated a strong knowledge of the cable industry,” Moran said. “They also understood AMC’s new brand position, ‘TV for Movie People,’ and how to connect viewers to the network in new and innovative ways.”

When the Jericho, N.Y.-based network began searching for a media agency, contenders were invited to submit ideas for AMC’s new animation series, The Wrong Coast, which will launch later this year.

The company evaluated the agencies according to their understanding of the new series and AMC brand, creative approach to media, planning and buying capabilities, and sense of competition and the marketplace, according to Moran.

Media specialist Matthew Bryant, who conducted the review, will remain as a consultant on various projects.

“Media accounts need a very individual kind of media strategy,” said Bryant. “It’s nontraditional, multifaceted and subject to constant change.”

Annual billings are undisclosed.

It is unclear if Bryant will oversee the client’s ongoing search for a creative agency. That review, which began late last year and includes Atlanta’s WestWayne, Mullen of Wenham, Mass., New York’s AD Lubow and Redtettemer in Philadelphia, is still under way.

The movie network, a division of Rainbow Media Holdings, reaches 84,000,000 homes. RMH, which owns and manages WE: Women’s Entertainment, IFC, muchmusic usa, Mag Rack, Rainbow Sports Networks, News 12 Networks and MetroChannels, is a subsidiary of Cablevision Systems.