Contender Films, the DVD distributor, has retained ZenithOptimedia to handle its media planning and buying duties in the UK following a four-way pitch.

The incumbent fended off competition from Publicis Groupe sibling MediaVest in a final shoot out. BJK&E and another agency were knocked out at an earlier stage.
 

Last year, the company spent less than £1 million on advertising but this is expected to increase to at least £8 million this year following its acquisition by Entertainment One in 2007 for £50 million.

Founded in 1995, the distributor is now headed by Alex Hamilton who joined in March. The review was led by its newly appointed marketing director Rebecca Mortimer.

Some recent titles distributed by Contender Films include Nick Broomfield's acclaimed documentary about the occupation of Iraq, Battle for Haditha (pictured).

It is also set to distribute films produced by Summit Entertainment and has recently secured UK rights for Bernard Rose's forthcoming film Mr Nice, based on the autobiography of drug dealer Howard Marks, starring Welsh actor Rhys Ifans.