SOURCE: Ignited

July 11, 2007 08:02 ET

Universal Pictures Selects Ignited for Online Media and Marketing Services

Agency's Deep Interactive Media Expertise Cited as Leading Factor

EL SEGUNDO, CA--(Marketwire - July 11, 2007) - Universal Pictures, one of the world's leading media and entertainment companies, has chosen independent firm Ignited (formerly Ignited Minds) as its agency of record, to handle online media planning and buying for Universal Pictures' theatrical and DVD releases. Ignited won the business following an extensive, competitive review, competing against more than 20 agencies.

Dave Martin, director of interactive media, and Denise Pizante, interactive media supervisor, will lead Universal Pictures' online media efforts, managing the budget through 2008. Ignited recently assisted the company with the release of "Knocked Up," a romantic comedy that grossed more than $30 million during its opening weekend.

"Since our inception, Ignited has been at the forefront of launching entertainment brands in the digital space," said Eric Johnson, president of Ignited. "Creating demand for feature films and DVDs is fundamentally changing as more consumers are making their purchase decisions online. We are thrilled to partner with Universal, as it expands its investment in the online world."

"We searched for a partner with deep interactive media expertise," said Doug Neil, senior vice-president, Digital Marketing, Universal Pictures. "We believe Ignited not only has extensive knowledge of our target audiences, but understands how to reach them in today's increasingly fragmented media landscape. Our media planning and buying efforts will be enhanced by the firm's online marketing expertise and forward-thinking approach to navigating this dynamic space."

About Ignited:

Founded in 1999, Ignited is an independent advertising agency that offers a complete range of services, including advertising, interactive, event management, strategic planning promotions, graphic design and media planning and buying. Clients include Agility Logistics, Cadbury Schweppes, Disney Interactive, EA Mobile, Universal Pictures, Playa Vista, Sega of America, Sony Electronics, and the U.S. Army. For more information, please visit

Contact Information

  • Media Contact:
    Jean Lin
    (310) 754-3222
    Cell: 310.259.4900
    Email Contact