MEC beat four other agencies, including incumbent OMD, to win the account.
Tess Caven, MEC’s marketing director, said that UIP faced a bigger challenge in Greater China than it did in Europe in attracting people to the cinema due to widespread piracy.
Tess Caven, MEC’s marketing director, said that UIP faced a bigger challenge in Greater China than it did in Europe in attracting people to the cinema due to widespread piracy.
Caven added that initial work for UIP would be rolled out soon, although was unable to specify for which productions.
MEC’s experience in the entertainment industry includes a partnership with EMI which appointed the agency last year.
