New Delhi, September 18
Initiative, North America has won the U.S. media business for Lions Gate Films worth $130 million. Lions Gate Films is a premier independent producer and distributor of motion pictures, television programming, home entertainment, family entertainment and video-on-demand content. Initiative will look after media buying and planning for the company.
A delighted Alan Cohen, Executive VP and Managing Director, Initiative said, ”It's a significant win for Initiative in North America. This business marks Initiative’s second major U.S. account win in the entertainment sector this year, having won the CBS and Showtime business in March. Initiative North America has a strong heritage in this area and the Lions Gate win is a reflection of the understanding of the industry and strategic insight of Initiative’s entertainment team, a specialist entertainment and innovations unit under the banner of Initiative Innovations which was created earlier this year.”
Lions Gate had hired consultants in June to study its options and began meeting with various media shops. "We cast a broad net and spoke to dozens of agencies," said Tim Palen, co-president of theatrical marketing at the studio. "We're really excited about the fit between Lions Gate and Initiative and look forward to a lengthy relationship."
Initiative is one of the world's leading independent media services companies. The company brings together an unparalleled capital of media expertise, global research and technology to deliver effective media communications solutions for marketers to grow brands and build business. With a presence in nearly 20 markets in North America, Initiative manages media planning and buying for numerous leading corporations including America Online, Bayer Corporation, BellSouth, Coors Brewing Company and The Home Depot. Globally, the company operates 95 offices in 58 markets on six continents. Initiative is a member of the Interpublic Group of Companies.
In India, Initiative is one of the units of Lintas Media Group. The Group is the leader in providing its clients with a value based service offering. The group's brands apart from Initiative include Interactions and Insight, the media arms, Media Futures, and Intellect, a specialist research unit dedicated to honing and conveying knowledge within the Group. The recently launched Media Futures has been specifically created and positioned for servicing the brand and strategy needs of media owners. Lintas Media Group's clients include ITC Ltd., Maruti Udyog Limited, Sony India, Bajaj Auto, UTI, MRF, Sanyo BPL, Tata Mutual Fund, Eveready, Reynolds, Saint Gobain, Revlon, Bombay Dyeing, Siemens, amongst others.
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