The Dubai International Film Festival (DIFF) has appointed active engagement firm MEC as its media buying agency for its upcoming eighth edition.

MEC secured a three-year contact with DIFF, taking over from predecessor OMD, after a four-way pitch featuring media buying industry leaders Mediavest, MediaCarat and OMD, a statement said.

“Media buying plays an important role in driving the Festival’s industry and community engagement, and MEC’s approach provided an exciting blend of both cutting-edge technology as well as its active engagement in all the spaces we want to be present in,” said Mahsa Motamedi, DIFF director of Marketing and Sponsorship.

Mohan Nambiar, chief executive officer, MEC Mena, said: "DIFF is an iconic event in the region and we are delighted at being chosen to handle its media business.”

“Cinema is about creativity and passion, and we have demonstrated our strengths in these areas consistently over the years. We strive to be a valued and valuable business partner to all our clients and hope our partnership with DIFF will pave the way for exceptional success in its next editions,” he added.

Leo Burnett continues as the Festival’s marketing and advertising agency, executing all DIFF creative and digital, while ASDA’A Burson-Marsteller remains the festival’s public relations agency for the UAE and Arab world.

DIFF is held in association with Dubai Studio City. Dubai Duty Free, Dubai International Financial Centre, Dubai Pearl, Emirates Airline and Madinat Jumeirah, the home of the Dubai International Film Festival, are the principal sponsors of DIFF. The Festival is supported by the Dubai Culture & Arts Authority.

DIFF 2011 will run from December 7 to 14. – TradeArabia News Service