IPG plans new entity following Amazon win

IPG Mediabrands is understood to be in the process of setting up an independent entity after picking up the global media planning and buying account for Amazon, Mumbrella understands.

Speculation in the market indicates the new network will be rolled out globally by IPG itself to accommodate for the Amazon account.

The IPG agency will look after the brand’s e-commerce hub, Amazon Prime subscription and various technology products.

Other IPG Mediabrands agencies include UM, Initiative and BPN.

UM Australia’s clients include Coca-Cola, ING Direct, McDonald’s, LEGO, Johnson & Johnson and Kmart – which could prove a conflict for the agency.

Inititaive’s clients include Wesfarmers, JB Hi-Fi and ASOS – another potential conflict for the e-commerce and delivery giant.

In May 2013, Mediabrands launched a new media agency BPN. 

BPN/IPG Mediabrands also handles retailer H&M’s media buying and planning capabilities.

IPG Mediabrands declined to comment to Mumbrella.

Amazon had not responded to Mumbrella at the time of publishing.

In July this year Amazon pitched its creative account later handing the creative duties to Ogilvy.

In Seattle, China, India, Japan and the UK, Amazon uses an in-house creative agency which creates and produces content, design, video, photography and UX to service its needs for its global and subsidiary websites.

In August, Rocco Braeuniger was named the manager of the company’s Australian retail operations. He was previously the director of consumables at Amazon Germany.


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