Spotify awards global media mandate to Publicis Media

Publicis Media has won the highly contested global media mandate for Spotify.

By June, the account will transition to the hands of Publicis OneVibe, a specialised team, replacing UM from IPG Mediabrands.

Spotify and UM’s partnership lasted for almost seven years.

In India, the advertising network’s Leo Burnett was already the agency on record for the creative mandate and now also has the media mandate under its umbrella aligning with its ‘Power of one’ philosophy.

Skewed heavily towards digital, the Indian media account size of Spotify is pegged to be between Rs 100-120 crore, as per the sources.

The global advisory firm MediaSense initiated the review in mid-2023.

In June, Publicis will assume global control of the account, estimated at nearly $245 million, according to COMvergence. 

It will oversee the brand’s media management and assist with performance marketing initiatives. Spotify's in-house team has confirmed that they will continue managing its social performance spend.

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