MPG launches new Canadian entertainment division

The new full-service media agency will serve clients such as Universal Films Canada and Universal Studios Home Entertainment.

MPG is rolling out the red carpet with a new division dedicated to lifestyle and entertainment clients.

MPG Entertainment, announced today, is a Canada-only initiative and will operate as a full-service media planning, buying and promotional agency. MPG SVP Jan Macdonald has been named president of the new division.

The first clients on board include Universal Films Canada, Universal Studios Home Entertainment and Spanish wine maker Freixenet. These brands take a different approach to their marketing, says Macdonald, about the need for a new division dedicated to them.

‘It’s not a traditional nine-to-five operation. In terms of movie marketing specifically, it’s almost like a new brand launch for every single movie. So there’s a certain intensity, a certain focus,’ she tells MiC.

MPG has hired three new staffers for the launch, two of them for online. Macdonald says both Universal and Freixenet have increased spending on social media and online marketing.

‘A lot of the movie marketing efforts have been ‘Canadianized.’ We’re able to obviously use material that’s available from the studios, but put our own Canadian twist on them. There are a lot more customized promotions, and social media is another aspect of ‘Canadianizing,” she says.

Macdonald says that what’s unique about MPG is its expansion of multinational operations. ‘I do find that clients really appreciate the smaller dedicated teams, and yet having the support of a multinational company,’ she says.