Omnicom, Dentsu and WPP can all order takeout tonight — not because they’re still stuck in the office trying to win big pitches, but because they all landed a piece of a giant tech platform media business in the last 24 hours.
First, the big news: Amazon’s decision to place more than $2 billion in media spend was announced with a bit of a surprise: both Omnicom and WPP shared the win. Amazon handed WPP, as in GroupM, media duties for EMEA and APAC — helping that troubled holding company with much-needed new business in Europe, and a big boost in India and Australia, which offer the best potential for growth in APAC for the client. (Remember, China has its own dominant e-commerce business.) Consultancy MediaSense managed the review.
According to Comvergence data, in 2023 Amazon spent $2.6 billion in North America and $133 million in Latin America. The e-commerce giant spent $1.6 billion in EMEA and another $725 million in APAC.
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