Prince’s Media Consort

GSD&M scored a victory last week that gives it a shot at becoming the sole media agency for DreamWorks SKG later this year.
The Universal City, Calif., movie studio delayed awarding its media account outright and gave incumbent Focus Media, Santa Monica, Calif., duties for the Oct. 2 debut of Antz and GSD&M, Austin, Texas, the same tasks for the Dec. 18 release of Prince of Egypt.
DreamWorks’ media account has been estimated at $85 million, though that figure is expected to grow substantially next year.
Studio representative Amy Gruberg said the agency search resulted in a split decision between Focus and GSD&M based on the “inherent strengths of each.” She added: “Both had advantages. We will evaluate each and decide between [the two shops] by the end of the year.”
“We’re thrilled by their decision. It’s a big opportunity for us,” GSD&M president Roy Spence said last week. “We’ve got a lot to prove.”
GSD&M gained national attention in 1995 when it was awarded MasterCard’s $80 million media account. Last year, the shop won the consolidated media business of SBC Communications, estimated at $250 million.
“Our strategy is to have at least one-third of our revenue coming from media-only accounts,” Spence said.
Also competing for the DreamWorks business, sources said, were: Saatchi & Saatchi, Los Angeles, with Zenith Media, New York; KSL Media, Los Angeles; SFM Media, Los Angeles and New York; Carat ICG and Carat MBS, Los Angeles and New York; TN Media, New York, and possibly other agencies.
–with Angela Dawso