Naked reviews Digital Cinema Media strategy

by Emma Barnett Media Week 25-Jun-08, 10:20

LONDON - Digital Cinema Media, the cinema sales house formed through the purchase of Carlton Screen Advertising by Odeon and Cineworld, has appointed Naked Communications to undertake a strategic review of the business.

Dan Cresta, strategy director at Naked, will lead the review with one of the firm's partners, Ivan Pollard.

The review will encompass a health check of the current and future cinema ad market, with the aim of developing DCM's long-term brand positioning. The review is already underway, involving interviews with key advertisers and media and creative agencies.

Cresta said: "The initial phase will take approximately three months and we started in earnest a week ago. Our job is to assess the current cinema arena and to develop DCM's brand."

Meanwhile, CSA chief executive Debbie Chalet will become chief executive of DCM, once its acquisition of CSA is cleared by the OFT. Odeon and Cineworld agreed to buy CSA from ITV for £500,000 in March.

Once regulatory approval is secured, DCM will begin looking for a head of sales. CSA head of sales Adam Mills has chosen to remain at CSA's former owner, ITV.

Comments

Chris Polley - 01/07/2008

If Naked really want to know what's wrong with cinema just ask Debbie Chalet why a company (Cinema Media) was brought by ITV under her stewardship for around $50MM just 11 years ago and then sold to Odeon for $1MM in 2008. The real irony here is she's the MD of the new operation!