By Kathy Tyrer
LOS ANGELES--MGM last week hired BBDO West in Los Angeles to handle its $100 million media planning and buying account, following a short review.
To win the business, BBDO presented a media plan for one of the movie studio's upcoming box office releases. The Los Angeles office of Ogilvy & Mather, which also competed for the business, came up with a media plan as well.
Incumbent The Saatchi Entertainment Group, a unit of Saatchi & Saatchi Pacific in Torrance, Calif., chose to resign the account after the studio announced the review.
'BBDO West's impressive industry credentials and strong collaborative nature make it the ideal strategic partner to handle our specialized marketing needs,' said Gerry Rich, president of worldwide marketing for MGM Distribution Co.
'The agency went beyond traditional media research and created actual 'personalities' of the film's target audience and outlined the media which would resonate with the targets,' said Tom Hollerbach, BBDO West executive vice president and general manager.
BBDO handled media buying for Twentieth Century Fox for several years.
The shop added a second media account to its roster last week, the media planning and buying portion of Monsanto's $15 million Round Up products account.
Monsanto awarded BBDO West media duties after assigning the agency creative responsibilities. Solaris Corp., which markets Round Up, moved the creative portion of the $15 million account from Glennon Co. in St. Louis, in February. Glennon also had handled media buying on the account.
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