NEW YORK -- Media Kitchen, the New York-based media arm of Kirshenbaum Bond & Partners, has won the estimated $60 million media buying and planning assignment for USA Network's USA and Sci-Fi Channel units, according to the client.
Marketing executives for the two channels cited Media Kitchen's creative proposals to achieve greater awareness as the USA Networks prepares to unveil a number of new series, with a particular emphasis placed on "Taken," a 20-hour mini-series about alien abduction produced by Steven Spielberg with DreamWorks and airing in December on the Sci-Fi Channel.
"Media Kitchen was able to demonstrate an innovative approach to media buying and planning that is designed to get us the best mix of PR and buzz that we were looking for as we're about to roll out new programming," said Dave Howe, svp of marketing for Sci-Fi. Sarah Beatty, svp of marketing for USA Network praised Paul Woolmington, Media Kitchen's chairman and CEO, as a "dynamic thinker with a passion for the kind of unconventional integrated marketing campaign that we want."
Woolmington is promising to deliver "brand exposure planning rather than just traditional media planning. We're offering media unconfined by media, which stresses putting the consumer at the center of the plan and reaching him in any way, shape or form."
Media Kitchen bested WPP's MindShare, the former CIA Medianetwork, both New York, and three other undisclosed agencies, sources said. USA declined to confirm which agencies participated in the review, which was begun in September.
Ron Sato, a USA representative, said that company had used various media agencies during the past several years, including Grey Global Group's MediaCom and Omnicom's OMD, both New York. For Sci-Fi, OMD was the incumbent buyer; sister shop TBWA\Chiat\Day, New York, did media planning. Creative for both channels remains in-house.