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.
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