Wells Fargo Consolidating Media Account With Omnicom's OMD

Company Spent $170 Million on U.S. Measured Media in 2013

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Wells Fargo is set to consolidate its media business with Omnicom Group media shop OMD following a quick review, according to people familiar with the situation.

Omnicom had already supported traditional media, while Interpublic Group's UM had handled digital media.

The move puts yet more Wells Fargo business with Omnicom, which held its place on the creative agency roster last year despite a review that saw the longtime incumbent, Omnicom's DDB replaced: Those duties were handed to Omnicom sibling BBDO.

"Wells Fargo began a media consolidation initiative in late 2014 to increase the integration and effectiveness of our channel plans," Wells Fargo said in a statement. "We are nearing the end of the review but do not have any details to disclose at this time."

The agencies didn't immediately respond to a request for comment.

"As media channels continue to converge and the lines between digital and offline blur, we've decided to undergo a media consolidation initiative to increase the integration and effectiveness of our channel plans to ensure channels are connected when appropriate and work together to reflect consumer behavior," a Wells Fargo spokeswoman had said during the review. "We are proud of our work with our current agencies, UM and OMD, as they understand our needs and support our culture."

The company spent $170 million in U.S. measured media in 2013, according to the Ad Age DataCenter, with more than half devoted to network TV, cable TV and digital display.

Contributing: Ashley Rodriguez

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