IPG Retains Amazon's Global Media Account, With Initiative Leading
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Amazon has chosen Interpublic Group of Cos. to handle its $1 billion-plus global media buying and planning duties after launching a review this summer. Initiative will continue to lead the efforts.
IPG Mediabrands’ Initiative, which was global agency of record for Amazon prior to the pitch, is coming off of a major overhaul that the agency kicked off after several years of few wins and staff turnover. The agency made a number of changes, including hiring Global CEO Mat Baxter and U.S. CEO Amy Armstrong and appointed regional presidents in the U.S. Initiative won the global account for Carlsberg in August, its first major global win since the reavamp.
IPG referred calls for comment to Amazon, which did not respond. The move was first reported by Adweek.
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