After putting their global media account – worth $750 million – up for review, Facebook has seen Mindshare drop out of the running.
Mindshare, part of WPP’s media investing arm GroupM, has worked across Facebook since 2014.
A number of other WPP agencies have worked for Facebook and its associated brands – for example, in 2019, Ogilvy was charged with Instagram’s creative work.
dentsu, which already works on ad-buying for the tech giant, is in the running for the account, according to the Wall Street Journal.
It is competing against Havas and Publicis.
A Facebook spokesperson told the publication, “We’re sorry that GroupM has decided to withdraw from the RFP process; however, we look forward to continuing to partner with their talented team as we move forward with our review of global media capabilities.”
A GroupM spokesperson told the WSJ, “While we will not be participating in the review, we look ahead to future opportunities building on the successful work we created together since 2014.”
The WSJ reports that one reason for the withdrawal was Facebook’s request for “strict contractual terms”.
GroupM’s client list includes fellow tech giant, Google.
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