After launching a review of its global media planning and buying business in September, retail and tech behemoth Amazon has reportedly decided to consolidate the much sought-after duties with IPG Mediabrands.
According to AdWeek, the review saw a group of Publicis Media agencies battle it out against a “holistic solution” group that was made up of teams from a number of IPG agencies including Initiative, which has been Amazon’s media agency of record since 2013.
WPP-owned agency MEC currently handles the digital buying duties for Amazon in the US, but a spokesperson for MEC told AdWeek it didn’t participate in the latest review.
Amazon’s media account is estimated to be worth US$1 billion.
The news comes as retailers prepare for the huge threat that is Amazon to officially launch Down Under, with one report suggesting its arrival could well be a boon for Aussie ad agencies.
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