WPP, Omnicom triumph in $5 Billion media review
By Felicia Nwosu
Amazon has awarded its global media duties to WPP and Omnicom Media Group following a rigorous, half-year review process. With a colossal media spend of $5 billion, Amazon is a key player in the global advertising arena, as noted by agency research firm COMvergence.
According to details in the COMvergence report, incumbent IPG Mediabrands previously managed roughly half of this substantial budget globally, while Amazon independently handled the other half. Specifically, $2.4 billion of the total is allocated to the U.S., with Mediabrands managing approximately $1.3 billion and $1.1 billion managed internally by Amazon.
Margaret Callahan, Amazon’s spokesperson, commented on the new development, stating that after a thorough review of advertising agency partners for their consumer business, they have decided to collaborate with OMG and WPP.
“We are grateful for the opportunity to engage with numerous outstanding agencies during this process. We extend our sincere thanks to IPG, who has been an exceptional partner over the past decade, and we appreciate their ongoing support in other critical areas of our advertising, including AWS, Amazon Ads, and Amazon Business.”
Under the new arrangement, Omnicom Media Group will oversee media strategy for the Americas, while WPP will be responsible for Europe, the Middle East & Africa, and Asia Pacific. The review process evaluated each agency’s marketplace expertise, media planning proficiency, pricing strategies, measurement capabilities, and account management across all regions. Consultancy MediaSense played a pivotal role in guiding the review process.
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