Meta names Spark Foundry as its global media agency

The company formerly known as Facebook Inc, Meta, has appointed Publicis Groupe’s Spark Foundry as its global media buying and planning agency following a competitive pitch that began back in March.

The agency won the account over incumbents Dentsu and GroupM’s Mindshare withdrew from the review. According to a statement from Meta all agencies were tested on a number of capabilities, and it was Spark Foundry which best matched the tech giant’s ambitions for the future of media at Meta. The transition process will begin immediately, and the company expects this to be completed over the next few months.

A GroupM spokesperson told Mumbrella: “GroupM has decided to withdraw from Facebook’s global media review. While we will not be participating in the review, we look ahead to future opportunities building on the successful work we created together since 2014. We are proud of the work that our teams and people have done for Facebook and wish them the very best in their media selection process.”

A Meta spokesperson confirmed to Mumbrella the win: “Spark Foundry will be our new global media planning and buying partner across Meta’s brand portfolio. Spark Foundry will be responsible for strategic thought leadership, media innovation, planning and investment, cross-channel approaches, tools, tech and operations.”

“We are deeply grateful for the partnership we’ve had with GroupM and Dentsu since 2014 and are proud of everything we’ve been able to accomplish together.

“We also want to thank the teams that participated in the review process. We are privileged to have access to such great talent and appreciate the time and interest in partnering with us.”

The news comes less than a week after the parent company for Facebook, Instagram and WhatsApp, rebranded to Meta during its annual Connect event, effective immediately.

During a pre-recorded live session, Facebook CEO Mark Zuckerberg said: “Our mission remains the same: still about bringing people together. Our apps and their brands, they’re not changing either. And we are still the company that designs technology around people. Now, we have a new north star: bring the metaverse to life. And we have a new name that reflects the full breadth of what we do and the future that we want to help build from now on.

“We’re going to be metaverse first, not Facebook first. That means that over time, you won’t need to use Facebook to use our other services. And as our new brand starts showing up in our products, I hope that people come to know the Meta brand and the future that we stand for.”


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