Lionsgate Hands $400 Million U.S. Media Account to Starcom

WPP's Mindshare had handled the account since 2013

The company has a new agency of record. - Credit by Getty Images
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Lionsgate has appointed Publicis Groupe’s Starcom USA as its United States media agency of record, tasked with handling all media strategy and activation related to promoting its films and other entertainment properties.

It’s unclear whether the assignment will include Starz, which Lionsgate acquired for $4.4 billion last December. Lionsgate’s estimated U.S. billings are around $400 million.

The selection concludes a review managed by Medialink that included Starcom and a number of unspecified agencies. Sources familiar with the matter said the incumbent, WPP’s Mindshare, chose not to defend in the review. Mindshare had handled Lionsgate’s media account since taking over for Initiative in February of 2013. Several other holding companies are thought to have pitched, though Omnicom Media Group did not participate in the review due to conflicts with Disney and Warner Brothers.

MediaLink declined to comment beyond confirming its involvement in the review. A Lionsgate representative has not yet responded to a request for comment.

“We are incredibly proud and honored to be selected as Lionsgate’s agency partner. We look forward to creating unique human experiences together and developing strategies that bring their great content to even more people,” Starcom USA CEO Kathy Ring said in a statement. “Lionsgate is unique in so many ways—they blend a drive for constant innovation with impressive scale—and are the perfect partner for today’s Starcom.”

Beyond its movies, Lionsgate has recently expanded its presence in the branded entertainment space, signing deals to launch New York City attractions based on top properties including Mad Men, The Hunger Games, John Wick and Divergent.

@ErikDOster Erik Oster is an agencies reporter for Adweek.