Omnicom Media Group and WPP have finally been awarded Amazon’s massive global media planning and buying account, which was up for review in late 2023. According to ADWEEK sources, this decision beat out the incumbent, IPG Mediabrands’ Initiative. The accounts will be split geographically, with OMG handling work in the Americas and WPP handling EMEA and APAC. Amazon describes the choice as a calculated attempt to take advantage of the great qualities that both agencies have to offer.
For the proposal, Amazon had identified Omnicom Media Group, IPG Mediabrands, and WPP’s GroupM as shortlisted. Local briefings were sent earlier this year to significant foreign markets like India. From start to finish, the process took more than six months, during which MediaSense conducted an impartial third-party review to confirm its conclusions.
The agency that currently holds the Amazon media account is IPG Mediabrand’s Initiative, which was awarded the account in 2014 and successfully defended it in 2017. IPG will continue to serve as the global media partner for Amazon Web Services, Amazon Business, and Amazon Ads in 2024 even though the new mandate will go into effect in 2025. Amazon claims that the choice to move on to new agencies was made based on what was best for the company moving forward.
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Publicis Groupe was in charge of Amazon’s media account before 2013. Compared to $16.9 billion in 2021 and $10.9 billion in 2020, Amazon spent more on advertising and promotion in 2022, spending about $20.6 billion annually. Businesses have suggested a customized solution that consists of teams from different groups or the creation of a customized global team, as has been the case with several new significant global victories this year.
According to a spokesperson, the media account announcement follows the official closure of Amazon’s first TV upfront negotiations, during which the company signed agreements with all major holding companies and witnessed growth from advertisers in the automotive, financial services, CPG, entertainment, and hospitality sectors.
As reported by ADWEEK, Amazon spokesperson Margaret Callahan said,
“After a comprehensive advertising agency review for our consumer business, we’ve chosen to partner with OMG and WPP. This decision was made after a careful and extensive review process. We investigated each agency’s marketplace expertise, media planning experience at all levels, media pricing, measurement abilities, and account management in all geographic regions.”
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