Moroch Buys Moore’s Entertainment Division

Competes With Fahlgren for Universal Pictures in the Southeast
ATLANTA–Moroch & Associates Advertising has acquired the entertainment division of Moore, Epstein, Moore. Terms were not disclosed.
The acquisition brings an estimated $20 million in annual billings to the Dallas-based agency, moving it past $100 million.
Moroch gains a presence in the Tampa and Fort Lauderdale, Fla., markets, giving it 21 offices nationwide. Moore’s Atlanta operations will be folded into Moroch here. Leah Nelson of Moore assumes vice president and managing director duties.
With the acquisition, Moroch becomes a more significant player in publicity, promotions and local advertising for the film industry. It now represents 15 studios in 123 Southeast and Southwest markets.
Though the two agencies shared a few film clients, the purchase of Moore’s entertainment division adds the studios of Warner Brothers, DreamWorks SKG, MGM and Destination to the account roster of Moroch.
Moroch’s increased Atlanta presence is the first serious challenge to Fahlgren’s entertainment operation here. The two agencies share several motion picture clients in different markets, as well as regional McDonald’s accounts.
Moroch enters the Southeast just in time to vie with Fahlgren for the regional ad and publicity account of Universal Pictures. The studio is closing its Atlanta-based Southeast promotional unit in a cost-cutting move and will farm out the work, sources said.
According to sources, both Moroch and Fahlgren have been invited to pitch the business.
Greg Sucherman, director of publicity and promotions for Universal Pictures in Los Angeles, would neither confirm nor deny the studio’s decision to close its Southeast office. He did say that if such a decision had been made and the Universal Pictures account was in review, sources that claim the business is worth approximately $3 million “should be looked at with suspicion.”