Biggest media account reviews and wins of 2021
By Zion Rufus
Just when we thought 2020 was going to be the only year with the most shocking global media account wins and losses, 2021 came in with a bigger bang. Below are some of the biggest reviews and moves we saw this year.
Coca-Cola $4 billion global account— WPP
In November, following a lengthy review process that included IPG, Dentsu, WPP and Publicis Groupe, WPP was chosen as the global marketing partner for Coca-Cola. The holding company is now tasked with managing end-to-end creative, media, data and marketing technology, across Coca-Cola’s entire portfolio.
JPMorgan Chase $400 million global media— WPP and Dentsu
In January, Creative powerhouses, WPP and Dentsu won the media businesses of American multinational investment banking conglomerate, JPMorgan Chase, in a highly competitive pitch.
The pitch which kicked off in late September 2020, covered the monetary companies’ offline media shopping for enterprise within the US, Northern Europe and Asia, and was supported by MediaHyperlink.
Google multibillion dollar global media account— GroupM
In November, Google consolidated its entire multi-billion global media account with GroupM’s Essence.
Google has partnered with Essence for more than a decade on all digital and programmatic media buying, but the offline portion of the business has been managed by Omnicom Media Group (OMG). Essence already held 80% of the business globally, and the account was moved without a formal review in an effort by Google to simplify its agency relationships.
Facebook $750 million global media account— Publicis
In November, following a seven month competitive pitch which involved some of the world’s biggest agencies including Group M, Dentsu and Havas Media, Facebook announced Publicis Groupe’s Spark Foundry as its global media buying and planning agency. The $750 million global media account was put up for review in March. The pitch which included media planning and buying across Facebook’s entire portfolio — Instagram, Facebook, WhatsApp and Messenger was managed by ID Comms.
Unilever $3.3 billion global media account— WPP, Omnicom, Havas
In September, Unilever announced its agencies of record worldwide after a US$3.3 billion global media pitch. WPP-owned Mindshare has retained several of the UK-based FMCG manufacturer’s markets, including the US, UK and Ireland, Netherlands and Belgium, the Nordics, Eastern Europe, South Asia, Southeast Asia and China.
Omnicom-owned PHD, meanwhile, was handed Austria, Germany, Switzerland and Canada, as well as North Africa and the Middle East, and retained Australia, New Zealand, Hong Kong and Taiwan.
Havas took over former-WPP territories France and Spain and IPG-owned Initiative has retained Russia, Ukraine, Belarus and Greece.
Phillips $300m global media account— Omnicom
In May, Global health technology and beauty giant Philips awarded its creative, public relations and media accounts, worth $300m, to Omnicom following a review.
T-mobile $2.3 billion U.S media account— IPG
Global creative agencies, Publicis and WPP lost telco giant, T-mobile’s U.S media account to Interpublic Group subsidiary, Initiative.
The two creative powerhouses and Horizon Media were incumbents on the lucrative account until a review in September, 2020. Interpublic Group subsidiary, Initiative, was awarded the media account following the completion of the pitch process. The review which was managed by ID Comms, also included the new acquisition to T-mobile’s business, Sprint.
Walmart $600 million US media account— Publicis
In August, Media powerhouse, Publicis Groupe beat WPP, Omnicom and Dentsu in one of the biggest pitches of 2021 to win the $600m Walmart US media planning and buying account. The account came back to Publicis after moving over to WPP-backed Haworth in 2017.
Mercedes Global marketing account— Omnicom
Following a six-month pitch against Publicis Groupe, global marcomms leader, Omnicom Group bagged the global consolidated media, brand and performance marketing account for Mercedes-Benz. As part of the win, Omnicom acquired two German-based agencies, digital shop Antoni and PR firm OSK. The holding company will also develop creative hubs in the U.S., Europe and China to have account for the local needs of those markets.
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