Lodestar UM, part of IPG Mediabrands, has won the media mandate for Amazon Music in India, marking a significant addition to the agency’s portfolio. The development comes at a time when parent company Interpublic Group (IPG) is being integrated into Omnicom Group, placing the network in the middle of a major global transition.
Industry sources confirmed the news to BestMediaInfo.com and estimated the annual value of the mandate at approximately ₹100 crore. The business was secured following a competitive multi-agency pitch held last week.
While Amazon’s broader media duties in India—including e-commerce—continue to be handled by WPP’s media agencies, this win strengthens Lodestar UM’s position within the shifting IPG–Omnicom landscape.
The development also follows Amazon’s high-profile “global media pitch of the decade,” which redistributed the company’s worldwide media responsibilities. The review resulted in WPP taking charge of APAC and EMEA markets, while Omnicom Media Group assumed control of the Americas.
Historically, IPG’s Initiative had overseen Amazon’s global media since 2013, and after defending it successfully in 2017, continued to manage select verticals such as Amazon Web Services, Amazon Business, and Amazon Ads. However, most of the consolidated mandate has now shifted under the new global media allocation.
Lodestar UM’s addition of Amazon Music arrives at a pivotal moment, strengthening IPG Mediabrands’ India presence as the combined Omnicom–IPG structure begins to take shape globally.
