Considered to be one of the biggest media accounts globally, Amazon has put the media buying business up for review.
IPG Mediabrands’ Initiative won the business in 2013 and also defended it in 2017.
According to the sources, IPG will continue to work on the brand until 2024. The pitch is called for the mandate starting 2025.
An Ad Age reported that Amazon spent around US $20 billion on media last year.
“As part of our regular course of business, we routinely review existing business relationships with third-party vendors and partners, and based on those reviews, may decide to solicit proposals from vendors interested in working with us. We look forward to the proposal process in this case and will evaluate the right next steps for our businesses once we’ve reviewed submissions,” an Amazon spokesperson told Marketing Brew over email.