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Cinema Chain Screens 2 Shops

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Cinema chain AMC Entertainment has selected Omnicom Group's Signal to Noise and sister shop Rapp to handle digital chores and direct marketing duties, respectively, after separate reviews, the client has confirmed.

The client said it spent about $9 million on ads last year.

The assignments were previously handled on a project basis without AOR assignments, according to a client representative. Contenders could not be immediately determined.

Stephen Colanero, executive vice president and chief marketing officer of AMC, said the agencies "represent innovative thinking and expertise, especially given the constant change in consumer behavior with the adoption of digital technology."

Commenting on the win, Jordan Warren, president and chief executive officer of Signal to Noise, said that AMC "recognizes that digital technology can fundamentally change the guest experience and their relationship with" the theater chain. "We look forward to helping AMC do just that," he added.

Tracey Brown, managing director, Rapp Dallas, said, "Creating deeper, more meaningful relationships with their guests is about reaching them on an emotional level, well before they enter the theater and beyond. Innovation and creativity combined with our data and today's technology will be the winning ticket."