NEW DELHI: Mindshare has been given the media business of United International Pictures (UIP), a film distribution company jointly owned by Paramount and Universal.

UIP has a presence in almost 100 territories around the world.

Mindshare’s contract begins in January 2015 and covers strategy, planning, buying and analytics across all media.

According to UIP marketing manager Katrina Colobong, “‘Considering Mindshare has no background in the entertainment industry, the team presented innovative ideas and demonstrated a balance in the kind of media to be used.”

Mindshare Philippines CEO Sunitha Gopalakrishnan noted, “The United International Pictures win is extra-special as it adds the ‘Entertainment Sector’ to our repertoire. With Popcorn (Conagra Foods), and Sodas (PepsiCo) in our client portfolio, we can now offer a complete movie experience. We believe our winning edge was our non-conformist approach founded in our original thinking. We are enthused to partner UIP to engage consumers with their schedule of exciting new movies releases.”