Amazon picks WPP and OMG to handle global media duties

Amazon has split its global media duties between WPP and Omnicom Media Group (OMG) after its decade-long partnership with IPG, as confirmed to MARKETING-INTERACTIVE. 

The decision follows a thorough and extensive six-month review process, according to a spokesperson from Amazon. Amazon has evaluated each agency's expertise in the marketplace, media planning experience across all levels, media pricing, measurement capabilities, and account management across various geographic regions.

“After a comprehensive advertising agency review for our consumer business, we’ve chosen to partner with OMG and WPP. We appreciate the discussions with all the world-class agencies we met during our search,” the spokesperson said. 

Under the new partnership, OMG and WPP will have their roles divided by region, with OMG focusing on the Americas and WPP covering EMEA and APAC. This strategic approach is designed to capitalise on the strengths of both agencies, according to the spokesperson.

This comes after Amazon ended its decade-long partnership with IPG which started in 2013, according to ADWEEK. Last December, IPG Mediabrands became the first media company to partner with Amazon Ads in support of its newly launched Prime Video advertising tier. it will continue to serve as Amazon’s global media partner for Amazon Web Services, Amazon Business, and Amazon Ads.

“We particularly want to thank IPG, who has been a fantastic partner over the last over 10 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,” the spokesperson said. 

Amazon's selection of new agencies does not reflect the past performance of others, the spokesperson added. The choice to move forward with OMG and WPP is solely about finding the best partners for its business as it looks ahead.

Don’t miss: Amazon Prime is the bulwark for life changes in new ads

Back in January, Amazon released two ads aimed at showcasing the all-encompassing services that its Prime platform has to offer.

Released on Amazon’s YouTube channel, the short videos highlight how the brand’s suite of entertainment and eCommerce options support its consumers through life changes such as parenthood and moving.

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