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.

In 2016, Amazon spent more than $920 million on measured media in the U.S. alone, up 7.9% from 2015, according to Kantar Media. The company is focusing on international expansion in markets such as India.

Ad Age reported earlier this summer that most major holding companies were participating in the review. Omnicom was conflicted out since it handles the business of rival Google.

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