The Winner Takes it All!


The Winner Takes it All!, MediaCom with Universal Home Ents for Mamma Mia 2
By placing the Mamma Mia 2 DVD at the heart of the UK’s biggest music show, the X Factor, we achieved the first movie product placement in an ITV programme. Co-created with ITV, our ABBA Week activation helped Mamma Mia 2 become 2018’s biggest selling comedy or drama.

Media Director: Phil Jameson