WPP & Omnicom Secure Amazon’s Global Media Business

Amazon's extensive global media planning and buying account underwent a review process in late 2023 with the results now in. WPP and Omnicom Media Group (OMG) have secured the media business, surpassing IPG's Initiative. WPP will manage Amazon's media operations in APAC and EMEA while Omnicom will handle the Americas.

Sources inform that the global teams of the agencies have notified their regional offices, including those in India.

Amazon had previously shortlisted IPG Mediabrands, WPP's GroupM and Omnicom Media Group for the pitch. Local briefs for major global markets including India were issued earlier this year and the process lasted over six months.

IPG Mediabrands' Initiative, the incumbent agency since winning Amazon's media account in 2013 and retaining it in 2017 will continue to manage Amazon Web Services, Amazon Business and Amazon Ads. Prior to 2013, Publicis Groupe handled Amazon’s media account.

Amazon’s annual advertising and promotion spend reached approximately $20.6 billion in 2022, up from $16.9 billion in 2021 and $10.9 billion in 2020.

In line with recent global wins, firms have offered tailored solutions, either through group-wide teams or dedicated global units. For instance, WPP's OpenMind won Nestle’s EMEA media business earlier this year while Publicis Groupe created the OneVibe unit for Spotify's global media account.

Amazon last reviewed its global media account in 2017. The company's ad revenue surged by 20 per cent in Q2 2024, reaching $12.77 billion. Overall, Amazon's revenue increased by 10 per cent to $148 billion in the second quarter, up from $134.4 billion in Q2 2023. International segment sales rose by 7 per cent year-over-year to $31.7 billion and AWS segment sales grew by 19 per cent year-over-year to $26.3 billion. In 2023, Amazon's global advertising and promotional expenses exceeded $20 billion.