The Mediabrands agency, the media management arm of Interpublic Group, has landed the massive account of e-commerce giant Amazon, MediaPost reports, citing unnamed sources.
The move represents a consolidation by Amazon of its global media agency assignment following a review launched this summer.
“Amazon didn’t respond to queries, but sources noted that Mediabrands issued an internal memo about the news today. Mediabrands declined comment, referring calls to Amazon,” MediaPost notes.
The report notes that Amazon spent more than $5 billion on advertising and promotional costs in 2016, based on its annual report. “Of that total, more than $1 billion is estimated to be earmarked for measured media expenditures worldwide, most of it targeted to U.S. consumers,” MediaPost reports.
The report adds: “Sources indicated that Mediabrands will create a dedicated team — in line with the firm’s ‘open architecture’ strategy — to service the account.”