MVBMS, Miramax Split on Media

The media marriage between Miramax Films and Messner Vetere Berger McNamee Schmetterer/Euro RSCG has ended after less than a month because the agency missed a deadline when placing an ad for Halloween: H20, sources said.
MVBMS will continue to provide some creative chores, but local print media buying is back in the hands of Harvest Communications here.
Harvest held the account for five years before Miramax conducted a review that ended with the selection of MVBMS [Adweek, Aug. 13]. Harvest resigned while Miramax was negotiating a contract with MVBMS. The task was to place ads for feature films in newspapers that circulate in New York, New Jersey and Connecticut.
“It’s a highly specialized type of advertising,” agency partner Tom Carroll said, “and after the first couple of weeks, it was decided that we were better off calling it a day sooner rather than later.”
Carroll and a Miramax representative declined to discuss specifics. “We hired Messner because of their tremendous agency resources,” said John Fahy, vice president of advertising. “Even though the newspaper placement part of it is out of the picture, we still have every intention of tapping into those resources.”
MVBMS will create trailers and Web sites for movies when needed.
Sources said MVBMS did not understand the daily deadline pressure of the work, which involves everything from verifying theater listings to compiling reviewers’ quotes.
Miramax, one of the busier studios, releases 35 to 45 films a year. Halloween: H20 hit screens Aug. 5 and grossed $25 million at the box office in its first week. Mike Myers’ film, 54, will be released on Aug. 28.
Harvest now has eight clients and about $35 million in total billings.