A brand that handled some of the biggest media accounts in the country for almost two decades is going away. MediaPost reports that Publicis Media is retiring its well-known Mediavest brand.
Mediavest handled huge accounts including Procter & Gamble, Coca-Cola and Kraft Heinz.
“It was established in 1999 when DMB&B merged its planning department with its existing broadcast operations unit known as TeleVest to create MediaVest, one of the first unbundled, full-service media agencies in the U.S.,” MediaPost reports. “Mediavest and sibling media shop Spark merged in 2016 — part of a broad corporate restructuring at Publicis Group — to create Mediavest | Spark. That entity is now being renamed Spark Foundry.”
The report notes that an aim of the rebranding is to better reflect the company’s expansion beyond media into analytics, technology and innovation, insights, content and commerce.