The far east unit of movie studio 20th Century Fox has tapped WPP-owned MindShare Japan to handle its $40-$45 million Japanese media planning account.

The duties were previously handled in-house by a division under the leadership of highly regarded movie marketer Toshio Fursawa. However, declared the studio’s general manager Geoffrey Bossiere, “the theatrical environment and consumer attitudes are changing rapidly. We want to maintain our marketing excellence by expanding our thought processes and methods to meet market needs.”

MindShare – which fought off pitches from five other agencies – will handle all the studio’s major movie releases in Japan. First up is the remake of Planet of the Apes, directed by Tim Burton.

News source: Advertising Age - International Daily