Initiative Named Media AOR for Roadside Attractions

Will handle planning, buying and digital marketing operations

In the midst of Hollywood awards season, IPG's media agency Initiative will be working with an Academy Award-winning client. Initiative has announced that it will be the media agency of record for film company Roadside Attractions. Beginning February 1, Initiative will oversee all media planning, buying and digital marketing operations for Roadside.

Initiative's work for Roadside will be spearheaded by John Nuzzi, managing director of Initiative's West Coast division and head of the company's entertainment unit. Nuzzi is based in Initiative's Los Angeles office.  

Roadside specializes in theatrical distribution of independent films. Recently, the company had a hit with its release of Margin Call, starring Kevin Spacey. Last year, Roadside's film Winter's Bone was nominated for a Best Picture Academy Award  and, in 2010, the company went home with a Best Feature Documentary Oscar for The Cove.   

“As an independent film distributor it is paramount that we maximize our marketing budgets beyond just paid media and this made Initiative a compelling partner to work with,” said Dennis O’Connor, head of marketing for Roadside Attractions, in a statement. “Their focus on creating campaigns that leverage owned and earned opportunities, as well as social platforms – all with an eye towards our business needs made them the clear choice.”