IPG Mediabrands Wins Amazon’s US$1 Billion Global Media Buying Business

What: IPG Mediabrands network has been awarded Amazon global media planning and buying business.
Why it matters: Mediabrands will create a dedicated team to service the account globally. Amazon spent more than US$950 million on measured media in the U.S. in 2016.

Amazon has consolidated its global media planning and buying business with IPG Mediabrands network following a review that began in July. The agency will be in charge of promoting Amazon’s e-commerce hub, assorted tech products and Prime subscription service globally.

The review saw Publicis Media contested IPG agencies in the final round, according to Adweek.  It is unclear whether Publicis and IPG were the only agencies involved in the formal review.

Mediabrands will create a dedicated team to service the account. The leadership of the account will be sourced from Initiative, one of the client’s incumbents since 2013 along with WPP's MEC that had the US digital buying piece of the business.

Amazon spent more than US$950 million on measured media in the U.S. in 2016, according to Kantar Media. Analysts estimate the company’s annual global budget exceeds US$1 billion.

Last July, the e-commerce giant made a strategic move to lure Hispanic consumers away from traditional retailers like Target and Walmart by starting a Spanish version of its website and offering Amazon Prime subscriptions in Mexico.

See also:
Brand Marketing Research: Amazon Most Trustworthy Brand, American Millennials Spending Less on Luxury
BRAND MARKETING RESEARCH: Largest Increases in Marketing Allocations Going to Amazon, Followed by Google and Facebook
ONLINE VIDEO ROUND UP: T-Mobile and Netflix Team Up, Amazon Launches ‘Brown Sugar’


Editorial Staff

Portada Staff

MORE FROM PORTADA

ONLINE VIDEO ROUNDUP: Click-Through Rates Down, Programmatic Ad Spend and Revenues Up

ONLINE VIDEO ROUNDUP: Click-Through Rates Down, Programmatic Ad Spend and Revenues Up

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


BRAND MARKETING ROUNDUP: Google, Microsoft Most Authentic Brands, Consumers Make Purchasing Decisions in 10 Seconds

BRAND MARKETING ROUNDUP: Google, Microsoft Most Authentic Brands, Consumers Make Purchasing Decisions in 10 Seconds

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


Three Golden Rules for Soccer Influencer Marketing

Three Golden Rules for Soccer Influencer Marketing

Influencers have become a major force in sports and soccer marketing. Mexico's Chicharito is just one example. Leading executives from Nike, H K Strategies and Fluvip provide Portada insights on how to make the best use of the soccer influencer market.