Blockbuster Splits With Ad Agency14 Nov, 2007 By: Erik Gruenwedel
Blockbuster Inc. has reportedly parted ways with independent advertising agency of record Doner after almost 10 years.
Southfield, Mich.-based Doner was responsible for Blockbuster's most recent campaign that helped catapult Total Access, the online movie rental and in-store return program, into the public's eye.
The campaign included a revamped 2002 Pet Shop Super Bowl TV spot featuring a CGI animation rabbit named Carl, his guinea pig buddy, Ray, and a sidekick mouse.
The TV ad ranked fifth in consumer recall of Super Bowl ads, according to research firm Ipsos-Reid Express Omnibus, and finished among the top 10 in a USA Today poll. The spot won four CLIO Awards.
The Dallas-based No. 1 video rental company doubled its ad spending in 2005 to $154 million but dropped to less than $45 million in 2006, according to Advertising Age.
Blockbuster spent $86 million in marketing through the first half of this year. New CEO Jim Keyes has vowed to cut marketing costs in an effort to reduce costs.
“There is no [Blockbuster] advertising spending whatsoever, currently or forecasted,” Doner chairman and CEO Alan Kalter told Ad Age.
A Blockbuster spokesperson was not immediately available for comment.