Indie Film Studio Global Road Taps MullenLowe Mediahub as Agency of Record

Global Road Entertainment, the recently launched independent theatrical and TV studio (formed by Tang Media Partners), has chosen MullenLowe Mediahub as its media agency of record. The shop will handle media planning and buying for the studio's feature film slate, which includes teen drama Midnight Sun (to be released March 23), CGI family comedy Show Dogs (May 18) and suspense thriller The Silence (June 8), based on the novel. "As our new management team was assembled, and we started to review how to position Global Road at the forefront of innovation in this ever-evolving media landscape, it became clear that Mediahub was a perfect match for what we want to accomplish with our new venture," said Jack Pan, Global Road president of worldwide marketing. Pan added: "We sparked to their combination of progressive thinking, creative ideation, sophisticated and advanced suite of planning and analytics tools powered by technology and informed by data and their overall entrepreneurial spirit." Mediahub will oversee the account from its Los Angeles office, which it has been working to bolster over the last year. The office has made a key move placing Betsy Rosenbloom, senior media content creator, in L.A. Global Road said it will tap into some of Mediahub's new offerings like creative media group Radical + Disruptive Lab, run by Laurel Boyd, an Adweek top 100 creative leader. Yvonne Abt, senior vp of media who will oversee the Mediahub team on the Global Road account, noted in a statement she's "particularly excited" about a spot in the Grammy's that the agency is producing for Midnight Sun. The Grammy's project includes a Spotify code that will unlock the first music single recorded by the film's lead, Bella Thorne. The Midnight Sun campaign features out-of-home placements that use technology to display different creative during the day and night. "After sunset, these boards illuminate and create a magical feel that encapsulates one of the most emotional aspirations of our film—the idea that dreams come true at night," Abt wrote. "These are the types of thoughtful, connected media applications we continue to strive for as we constantly evolve how we bring our unique theatrical propositions to moviegoers in an increasingly distracted world." Tang Media launched Global Road in October following the company's acquisitions of indie film studio IM Global and production and distribution company Open Road Films. Global Road is led by chairman and CEO Rob Friedman, who, before co-founding Summit Entertainment, served as the president of marketing at Warner Bros., vice chairman and chief operating officer at Paramount Pictures and co-chairman of Lionsgate's Motion Picture Group. During his time in those roles, Friedman spearheaded the development and productions of countless films including Now You See Me, Wonder and La La Land. "We are thrilled to be working with Global Road," noted Sean Corcoran, Mediahub executive director for the Americas. "They are a classic challenger brand and have huge ambitions in and outside of the U.S." The Global Road win comes on the heels of a robust 2017 for Mediahub, which saw the addition of eight clients including Chipotle, MTV, Staples and Ulta Beauty.

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Indie Film Studio Global Road Taps MullenLowe Mediahub as Agency of Record

Its first work will be promoting upcoming teen drama Midnight Sun

Lindsay Rittenhouse

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Lindsay Rittenhouse