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Google consolidates global media mandate with WPP’s Essence

Essence, which has been handling digital mandate for the tech giant for over a decade, takes over offline media duties from Omnicom Media Group

Google has consolidated its global media account with WPP’s Essence, according to a Campaign US report. This comes as a shot in the arm for the world’s largest holding company soon after winning Coca-Cola’s global madate.

Essence has been handling Google’s all digital and programmatic media buying for over a decade and now with the consolidation, the agency will also handle the offline media planning and buying.

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Omnicom Media Group is the incumbent agency for Google’s offline media mandate. According to Campaign US, the offline mandate was worth hundreds of millions of dollars.

PHD handled the US business and OMD had the rest of the world.

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Essence already held 80% of the business globally, and the account was moved without a formal review in an effort by Google to simplify its agency relationships

The overall media billings are estimated to be roughly $2.5 billion.

“Like all marketers, we regularly evaluate assignments across our agency partners,” Lorraine Twohill, CMO of Google, said in a statement provided to Campaign US. “Omnicom has been a strong partner for us over many years and we look forward to continuing our relationship with them across other services.”

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