Hasbro appoints Mediacom to $6m local account as part of global consolidation

As part of the biggest toy company in the world’s global media pitch, which resulted in Mediacom taking the global account off OMD, Mumbrella can confirm Hasbro has also appointed the Group M agency to its $6m local account.

Mumbrella understands Mediacom Australia was involved in the successful global pitch, with the agency’s international remit extending to the company’s entire brand portfolio – including the likes of Nerf, My Little Pony, Transformers, Play Doh, Monopoly, Peppa Pig, and Furby – across all markets, an account that totals more than US$200m.

Previously, Mediacom was responsible for media planning and buying in Latin America, but the rest of the global account sat with Omnicom Media Group’s OMD. That seven-year relationship comes to an end with the conclusion of this pitch.

Hasbro said that the consolidation will result in efficiencies.

“We’ve made the decision to consolidate media buying for Hasbro under a single agency in order to both drive efficiencies and to provide the best tools and resources for our current collective needs across our global business,” a spokesperson said.

“After a thorough review of the agency landscape and our current partnerships, moving forward, all of our global markets will be resourced exclusively through GroupM.”

The win also marks a return to the business for WPP’s Mediacom in the US. In 2013, the account was consolidated with OMD, which added the key North American account to its remit of more than 10 markets and dethroned Initiative. But three years earlier, in 2010, Initiative had wrestled the business off Mediacom.

According to AdAge, the global account is worth US$210m, and Mumbrella understands that, locally, spend sits at close to $6m.

The world’s largest toy maker in terms of stock market value is the third largest by revenues, which total around US$5.12bn. In October, it reported third quarter revenues of US$1.58bn, up from 2018 but resulting in a 16% share price slide given analysts expected a result of US$1.7bn. US and Canada sales dropped 2% for the quarter to US$898m, with international sales remaining steady at US$561m.

Mumbrella has approached Mediacom for comment.


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