Biggest account review in 2022
By Abimbola Mohammed
2021 was a great year, but 2022 seems to be a better year for some agencies as more accounts were won by these agencies. Here are some of the major account movements in 2022.
Omnicom OMD
Few weeks ago OMD, one of the world’s leading media planning and buying agencies was appointed by UK fashion house Burberry, to handle its global media planning and buying duties, following a competitive review.
OMD beat the incumbent Dentsu in the final shoot-out after edging out Stagwell and WPP’s Wavemaker in the earlier review process. The review process restarted in the summer and OMD will take over the account in 2023. Next year, OMD will provide strategic media support to the fashion brand that has recently won plaudits for advertising.
Publicist Media
Spirits marketer Pernod Ricard U.S.A., two months ago, selected Publicis Media to be its new media agency after a formal review. The incumbent was Wavemaker, part of WPP’s GroupM, which won the account about two years ago.
The holding company has created a dedicated unit to service the account called Publicis Santé (the latter word meaning “health” in French).
The spirits marketer spends an estimated $40 million on measured media in the U.S. according to agency research firm COMvergence. Approximately $24 million of that is earmarked for digital.
PMG and Interpublic Group grab Nike business
As part of its standard operating procedures to ensure it continues to have the best-in-class paid media agency partners around the globe, Nike in 2022 announced the winners of its global media account. The account was estimated to be worth $1 billion covering the Nike and Jordan brands in all major markets, and was split between independent agency PMG and Interpublic Group of Cos.’ Initiative.
PMG handled North American media duties as well as global digital capabilities, while Initiative handled integrated media globally.
Wavemaker
Also, Wavemaker Malaysia won the media business of Wipro Consumer Care (LDW) Malaysia.
The appointment came after a competitive pitch, including strategy, planning, buying, and content innovation.
Fold7 retained the Carlsberg UK business
Fold7 was reappointed as the global agency of record for Carlsberg after it lost it to Grey in 2019.
Grey Europe had won the global brief for Carlsberg’s alcohol-free beer in December 2019 in a pitch that Fold 7 lost.
Insight Publicist
To facilitate its entry into Nigeria, Amazon Prime Video, international on-demand subscription video and over-the-top streaming platform, appointed West Africa’s leading creative agency, Insight Publicis. This comes amidst Amazon Prime Video’s effort to spread its global presence and reach more African audiences.
Dentsu International
In July 2022, Heineken U.S.A. selected Dentsu International for its media duties after it parted ways with Canvas Worldwide, which handled the media duties for the foremost Netherlands-based beer makers since 2018.
GroupM Wavemaker
In the same vein, Wavemaker was selected by Amazon’s Audible Inc., an audio services company, as its new agency of record for paid media worldwide, in July 2022. The agency’s business started immediately after the appointment.
Publicis Groupe
In February 2022 Publicis Groupe Malaysia was awarded the BMW Group Malaysia remit which covers BMW passenger cars, Motorrad, and MINI business units.
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