NEW YORK World Wrestling Entertainment has awarded its estimated $8 million media account to the Media Kitchen following a review, according to the agency.
The shop, part of MDC Partners' Kirshenbaum Bond + Partners network, bested MPG and Optimedia, both in New York; JL Media in Union, N.J. and Harmelin Media in Bala Cynwood, Pa. The shop will handle planning and placement of traditional and alternative media advertising. Regional and national advertising will include both consumer and trade ads.
The Media Kitchen's first initiative will be to support the WWE's Raw Diva Search, the winner of which will receive $250,000. The shop will also support WWE's weekly television programs, Monday Night Raw and Smackdown.
The New York media agency will work with Philadelphia brand consultancy Kanter International to assist on strategic and brand development initiatives. Creative duties remain with WWE's in-house team.