Advertising agency group WPP has reportedly invested around $25 million (€20m; £14m) in the Weinstein brothers' new movie studio venture.
London-headquartered WPP, led by Sir Martin Sorrell, is hoping its link with Bob and Harvey will offer an array of promotional opportunities to its blue chip clients, including Procter & Gamble, Nokia and IBM.
The Weinstein Company, set up by the brothers following their departure from Miramax [WAMN: 31-Mar-05], is said to be the first film studio to ink a deal with a global agency. Most advertisers and studios negotiate deals on a movie-by-movie basis.
The company's first offering, Derailed, launches later this month and stars Jennifer Aniston, ex-Friends. The film is based on a book by Jimmy Siegel, a senior exec at the BBDO ad agency in New York.
Data sourced from Adweek (USA) and the New York Post; additional content by WARC staff