Amazon To Restructure Its Global Media Buying Business


Amazon is consolidating its global media planning and buying duties with the IPG Mediabrands network. The winning team will promote Amazon’s ecommerce hub, assorted tech products and Prime subscription service around the world. The review’s final round saw a Publicis Media conglomerate face off against a “holistic solution” group consisting of teams drawn from multiple IPG agencies including Initiative.

Initiative beat out WPP’s Mindshare to win the global business in 2013, with MEC retaining digital buying duties in the U.S. A spokesperson for MEC said the agency was not involved in this latest review but declined to elaborate on the larger GroupM organization’s relationship with Amazon, which has also included media work in the Asia-Pacific region.

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