What: Hulu is consolidating its media planning and buying under Universal McCann.
Why it matters: Razorfish and Zenith were the incumbents. Hulu has a substantial budget to promote its OTT service.
Hulu is consolidating its media planning and buying under Universal McCann. Razorfish and Zenith previously worked on the businesses.
UM was brought on following a competitive review, which was supported by MediaLink. Hulu’s media spend is in the hundreds of millions, according to people with knowledge of the matter.
Hulu brought all of its media planning and buying under one agency in an effort to unify its advertising strategy and planning across all channels.
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Representatives from incumbents Razorfish and Zenith declined to comment. Razorfish handled the digital side of the business, while Zenith was responsible for all other media buying and planning.