Tech giant Amazon has split its global media business between respective heavyweights WPP and Omnicom at the conclusion of a competitive review process.
Currently valued at an estimated £3.7 billion by research firm Comvergence, Campaign reports that Amazon’s media account is believed to be largest pitch ever seen with the industry.
Omnicom Media Group is now set to handle the firm’s media account across the Americas, while WPP’s GroupM will be given oversight of the EMEA and APAC regions.
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“After a comprehensive advertising agency review for our consumer business, we’ve chosen to partner with OMG and WPP. We appreciate the discussions with of all the world-class agencies we met during our search,” Amazon spokesperson, Margaret Callahan said.
“We particularly want to thank IPG, who has been a fantastic partner over the last 10-plus years, and we’re grateful for all their work and continued partnership for the other significant areas of our advertising business, including AWS, Amazon Ads and Amazon Business.”
IPG will however retain its media remit for Amazon’s Web Services, Business and Ads divisions. The overall process reportedly took six months to complete, including an objective review by MediaSense.
