Late last week, the Toronto branch of Mediaedge:cia (MEC) announced it has won the $20 million account of Toronto-based Paramount Motion Pictures Marketing. The account was previously held by Mediaedge’s Los Angeles office with Toronto’s MBS handling some Canadian media buys. Toronto Mediaedge staffers will now tackle all media planning for Paramount’s movie releases in Canada through print, broadcast and the Internet. MEC had already been handling media for Paramount’s home entertainment business.

And last month, Mediaedge was appointed by St. Louis, Missouri-based Energizer to handle its $130 million media planning and buying business across North America – an account previously held by Toronto-based OMD. The appointment consolidates these services between the Energizer battery and Wilkinson Sword brands into a single account. Previously, Energizer’s business was split between its battery and razor brands.

Last Friday, Mediaedge released a report titled Pay attention, please!. It contains data about how best to communicate with consumers based on their level of receptivity for brand engagement. Some 22,255 adults across 23 countries, including Canada, were questioned. The conclusion: Even when in multi-tasking mode, half of 18-24-year-olds are receptive to interruption marketing.

The full study is available at www.mecglobal.com.