Starz Awards Creative Account to TBWA\Chiat\Day

SAN FRANCISCO — Starz Encore Group has awarded the creative portion of its $40 million account to TBWA\Chiat\Day here, sources said Monday.

The Englewood, Colo.-based company provides cable television and satellite-delivered premium movie channels. Its 15 channels in the U.S. include Starz! and Encore.

The other finalist was McCann-Erickson Worldwide in New York, sources said.

The creative account was previously handled by The Richards Group in Dallas, which held the business since 1997. Richards did not defend the account. The media portion is handled by Media Planning, formerly known as SFM Media, in New York.

During the pitch, agencies were asked to develop four different storyboard concepts focusing on an all-movie positioning. The company plans to run television, radio and magazine print ads.

Starz is a wholly owned subsidiary of Liberty Media Group, which operates about 100 cable channels, including E!, Encore and QVC.