Planning Strategies

Omnicom Media Group and WPP successfully bag Amazon’s multi billion dollar media account

The account was previously with IPG Media brands who will continue to manage Amazon’s global media for Amazon Web Services, Amazon Business, and Amazon Ads.

Published

September 5, 2024

M4G Bureau

Adweek has exclusively revealed that e-commerce giant Amazon has concluded its global media review, awarding its accounts to Omnicom Media Group (OMG) and WPP. This decision marks a significant change for the company, which had previously worked with IPG Mediabrands for over a decade.

The accounts will be divided geographically, with OMG handling operations in the Americas, whilst WPP will oversee the EMEA (Europe, Middle East, and Africa) and APAC (Asia-Pacific) regions. Amazon characterised this split as a strategic move to leverage the strengths of both agencies.

Despite this shift, IPG Mediabrands will continue to manage Amazon’s global media for Amazon Web Services, Amazon Business, and Amazon Ads. The company emphasised that the decision to change agencies was not a reflection on IPG’s past performance, but rather a choice focused on future needs.

IPG Mediabrands had initially won Amazon’s account in 2013 and successfully defended it in 2017. As recently as December, IPG Mediabrands became the first media holding company to partner with Amazon Ads in support of its newly launched Prime Video ad tier.