Facebook Puts $750 Million Global Media Account Up For Review
Facebook has put its global media account up for review
The account is worth $750 million, according to Comvergence. The pitch is being managed by ID Comms, according to sources close to the pitch.
Mindshare and Dentsu are the incumbents and are participating in the pitch, which includes media planning and buying across Facebook’s entire business — Instagram, Facebook, WhatsApp and Messenger.
Primary agency incumbent Mindshare is defending in the process. Approximately two years after expanding its agency roster, social media behemoth Facebook is reviewing its global media buying and planning across all of its properties.
Facebook’s $750 million global media account is now up for review. Mindshare and Dentsu are incumbents; all major holding companies are expected to be invited. “Mindshare holds the majority of the account and is expected to defend,” write Ad Age’s E.J. Schultz and Garett Sloane.
Facebook has launched a global media buying and planning review covering all properties – Facebook, Messenger, Instagram, and WhatsApp. The pitch is currently being managed by ID Comms and Mindshare and dentsu are defending the account, according to Adweek. Mindshare is Facebook’s main media agency while dentsu manages the account for select markets, Adweek added.
Facebook has launched a formal review of its global media agency assignment, the company has confirmed.
The social media giant spends an estimated $700 million on measured media annually. U.S. spending totaled approximately $490 million last year, according to Kantar.
The primary incumbent is WPP’s Mindshare, while Dentsu handles a smaller portion of the account.