Amazon Appoints WPP and Omnicom Media Group to Handle Global Media Account

Amazon has appointed WPP and Omnicom Media Group to handle a significant portion of its global media account following an extensive review. This move consolidates Amazon’s media planning and buying efforts across key international markets, aligning with two of the world’s leading advertising groups.

Under the new arrangement, GroupM, a division of WPP, and Omnicom Media Group will manage Amazon's global media strategy, planning, and buying across various consumer business segments. The partnership will span multiple regions, aiming to enhance Amazon’s advertising effectiveness through integrated, data-driven campaigns across digital, television, and out-of-home channels.

A Strategic Realignment of Amazon's Media Operations

This strategic partnership reflects Amazon’s desire to streamline its media operations and optimize its substantial advertising budget. By consolidating media activities with WPP and Omnicom Media Group, Amazon aims to boost efficiency, scale efforts more effectively, and deliver more cohesive advertising campaigns worldwide.

An Amazon spokesperson stated: "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 and are grateful to IPG for their continued support for other significant areas of our advertising business."

Impact on the Media Industry

The account win represents a major success for both WPP and Omnicom Media Group, further solidifying their status as dominant forces in the global media industry. The contract is one of the largest media accounts awarded in recent years, emphasizing Amazon’s growing influence in the advertising market and its focus on leveraging data and technology to drive advertising growth.

This move aligns Amazon with other global companies that are consolidating their media planning and buying to achieve greater efficiency and impact in their marketing activities.

Competitive Selection Process

The decision to select WPP and Omnicom Media Group came after a competitive review process involving other major advertising groups. Ultimately, Amazon chose to split its global media business by geography—OMG will handle media in the Americas, while WPP will manage media in EMEA and APAC. This strategic division enables Amazon to benefit from the strengths of both agencies in different regions.

Notably, IPG, Amazon’s long-time agency partner, will continue to manage media operations for Amazon Web Services (AWS), Amazon Business, and Amazon Ads.

Both agencies will begin managing Amazon's media activities immediately, with transition plans already underway to ensure a smooth changeover. WPP and Omnicom Media Group will focus on utilizing their advanced data analytics and media capabilities to align with Amazon's marketing objectives and deliver measurable advertising outcomes.

This deal underscores a growing trend among major brands to consolidate their media operations with fewer partners, aiming for greater efficiency and effectiveness in their advertising strategies.