Facebook is branching out as part of a restructured agency model, adding WPP’s Ogilvy, Omnicom’s BBDO, Publicis’ Leo Burnett and Accenture’s Droga5 to its roster.
While on the surface it might sound excessive, each of the agencies has been appointed to a different part of the broad company, something Facebook says will create better brand stories.
Leo Burnett takes on the lead of Facebook’s separate Messenger app, which is currently working on developing innovative solutions for marketers.
WhatsApp meanwhile has partnered with BBDO, while Ogilvy becomes Instagram’s first creative agency of record.
Droga5 takes the lead on Facebook’s ‘corporate narrative’.
The social media giant will also continue to work with longtime partner Wieden + Kennedy, which will take care of Facebook’s mothership account.
Facebook’s in-house creative team Creative X will take care of events, experiences, websites and social posts.
Facebook’s global CMO Antonio Lucio (feature image) told the Wall Street Journal the expanded agency model could double the company’s overall advertising spend, however, Facebook has previously spent less on consumer marketing compared to other digital companies.
“There’s no question we made mistakes and we’re in the process of addressing them one after the other, but we have to tell that story to the world on the trust side as well as on the value side,” Lucio said.
“Our objective is to build brands that stand the test of time. We’re experimenting and starting from scratch in each market.”
Lucio also said the diverse range of agencies would help reflect the company’s diversity.
“We need the client to be diverse, the agencies to be diverse and production houses to be diverse to deliver a product that actually resonates with the consumer,” he said.