Universal Sony Pictures Home Entertainment Australia has appointed Slingshot Media Ventures to handle its multimillion dollar media account.
The Universal Sony partnership, which relates only to the two DVD businesses Universal Pictures Home Entertainment (UPIE) and Sony Pictures Home Entertainment (SPHE), was formed late last year to deal with the increasing pressures facing the DVD market. Other elements of the Sony and Universal businesses have remained separate.
Slingshot Media Ventures, which was the incumbent on the Sony side of the business, won the account in a two-way pitch against MediaCom, the incumbent on the Universal side. According to sources, the joint DVD venture is worth between $5 million and $10 million in terms of media billings. Slingshot does its buying through Aegis Media.
MediaCom retains the wider Universal account, worth around $25 million.
According to sources, it was widely expected that MediaCom would win the business, because the agency is a global partner for Universal, whereas Slingshot is just a local agency partner. However, the Universal Sony joint venture is unique to the Australian market.
Slingshot chief executive Simon Rutherford said, "We are absolutely delighted to be appointed to the Universal Sony business. It was an unusual process to have to go through. Both clients were happy with their agencies, yet there could only be one winner."
UPIE's head marketer Cindy McCulloch has been appointed marketing director of the new entity, while AdNews understands SPHE marketing director Catherine Tan has been given a senior marketing role in the joint venture.
Jim Batchelor, formerly Universal Pictures Australia and New Zealand managing director, has been named managing director of the joint venture. Meanwhile, SPHE managing director Kim Overall has been moved into another role within Sony.
Within Australia, the DVD market is facing considerable pressure as audiences seek alternate sources for viewing entertainment, such as online downloading, IPTV and digital multichannels. This pressure necessitated the Sony Universal partnership.
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