E-commerce giant Amazon has entrusted two of the internationally leading media agencies- Omnicom Media Group and GroupM with its multi-billion dollar media account after an extensive review which lasted more than six months.
And while Omnicom’s media holding will be handling the company’s consumer business in the Americas, WPP’s media investment arm will be handling the work in EMEA and APAC regions.
With this development in place, Inter Public Group (IPG) will continue to remain Amazon’s global media partner for three businesses- Amazon Web Services, Amazon Business, and Amazon Ads.
According to COMvergence, while the e-commerce giant’s global paid media spend sums up to about $4.8 billion in 2023 (excluding Audible), its search, social, and all performance-related advertising which amounts to over $2 billion is handled in-house.
That being said, Amazon had last reviewed its global media account in 2017 and entrusted IPG with the same.
