Paramount Talks to 3 Agencies About Media Chores

LOS ANGELES Paramount Pictures has heard presentations in recent weeks from three agencies about its media planning and buying business, the client has confirmed.

Interpublic Group’s Initiative, WPP Group’s Mediaedge:cia and roster shop Publicis Groupe’s MediaVest, which works on broadcast buying for Paramount, were each given an assignment by the client. A decision is expected next week, a Paramount representative said. (Some print planning and buying are handled in-house, as is broadcast planning, the rep said.)

Paramount spent about $480 million on ads in 2003, with approximately $250 million supporting studio broadcast efforts and $25 million backing its home entertainment division, according to TNS Media Intelligence/CMR.

The agencies were not available for comment.