RKCR/Y&R lands ad business for Odeon

by Caroline Lovell, Campaign 04-Dec-08, 06:50

LONDON - Odeon, the largest cinema chain in the UK, has appointed Rainey Kelly Campbell Roalfe/Y&R to handle its UK advertising account.

RKCR/Y&R beat Mother and one undisclosed agency to land the brief. TBWA\Manchester, the incumbent, did not repitch.

RKCR/Y&R will create a campaign that aims to show the differences between Odeon and its competitors Cineworld, Showcase Cinemas and Vue. The work will run across TV, digital, press and posters.

This will be the first time Odeon has created an integrated campaign to promote its brand. In the past, it has focused on securing promotional tie-ups with external brands, including MasterCard.

Odeon has previously worked with Pavilion Communication on its online campaigns.

The agency created "which way is it going to go?", in May 2007, which aimed to drive traffic to the cinema's website for Spider-Man 3.

Pavilion will continue to handle digital projects for Odeon.