Moroch Loses Studio

Moroch & Associates has suffered a second blow this year involving one of its film studio clients.
The Dallas-based agency confirmed last week it has lost the DreamWorks SKG account for Florida to Boston-based Allied Advertising and Public Relations’ Fort Lauderdale, Fla., office.
Moroch gained DreamWorks when it acquired the Atlanta and Florida entertainment divisions of Moore, Epstein, Moore earlier this year.
Besides DreamWorks, the acquisition also involved studio clients Warner Brothers, MGM and Destination, making the Dallas shop a major player in the Southeast in publicity, promotions and local advertising for the film industry.
“It was a case of [DreamWorks] wanting to do something different,” said M&A chief executive Tom Moroch, regarding the loss. “What the circumstances were that made them take that decision was nothing to do with our performance.”
The annual media budget was not disclosed.
In January, Moroch & Associates lost Universal Pictures’ Southeast account to Allied. At the same time, Moroch lost the same studio’s Southwest account for which it was the incumbent in a pitch against Alvin Guggenheim Associates in Houston.
“I’m pragmatic about that. [Allied Advertising] is a good agency and does a good job. If you are going to lose business, it’s better to lose it to someone who is a good agency,” Moroch said. “The decision is not going to change the way we do business.”
Neither DreamWorks nor Allied Advertising was available to comment at press time last week.