Facebook’s $750 million global media account up for review
Social networking service and technology conglomerate, Facebook has put its $750 million global media account up for review.
The pitch which includes media planning and buying across Facebook’s entire business — Instagram, Facebook, WhatsApp and Messenger is being managed by ID Comms; Mindshare and Dentsu are the incumbents and are participating in the pitch.
On the creative side, Instagram, owned by Facebook is being managed by Ogilvy. Instagram contributes over $20 billion to Facebook’s annual revenue. Wieden + Kennedy handles creative for Facebook proper; Leo Burnett is AOR for Messenger; BBDO does creative for WhatsApp; and Droga5 is the agency of record for the corporate brand.
Facebook, in addition to being one of the largest global ad platforms, this media pitch makes the company the latest massive advertiser to put its global account up for review in the aftermath of the COVID-19 pandemic.
As it seems, brands are beginning to reconsider their agency models as the world emerges from the pandemic. Earlier this month, Pernod Richard’s vodka brand, Absolut appointed Ogilvy as its global creative agency. In 2020, Coca-Cola put its $4 billion creative and media account up for review with the goal of streamlining its agency roster; Unilever also put its global media agency roster into review in what will likely be one of the largest pitches of the year a month after.
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