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Miramax Taps Maxus

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NEW YORK WPP Group's Maxus has won electronic media chores -- covering TV, radio and online -- for the Disney-owned Miramax film studio, per sources.

Maxus is a specialty planning shop that reports to GroupM. Sibling MindShare usually handles buying for Maxus accounts, and will do so on Miramax, sources said. The incumbent on the Miramax business was independent Palisades Media Group.

Miramax spent about $50 million in electronic media last year, almost double its outlay in 2006, according to TNS Media Intelligence. Spending on the entire account was approximately $100 million in 2007, way up from $45 million the previous year.

The client did not immediately return calls seeking comment. Executives at the agencies involved either declined comment or could not be immediately reached.

Maxus won the business after a review. Contenders included Palisades and Starcom, which handles media duties for Disney. (Sources said the Miramax request for information indicated that the studio wanted a New York-based shop to handle the business, hampering Chicago-based Starcom from the outset, even though it was invited to participate.)

The Maxus win gives the WPP stable of media shops (managed by GroupM) a fifth studio brand. MediaCom added New Line Cinema last month after New Line was merged into existing client Warner Bros. Sister shop Mediaedge:cia handles Paramount and DreamWorks.