Omnicom’s PHD retains Google business locally

After it was announced that Google had aligned its global media buying and planning with WPP’s Essence two weeks ago, it has now been revealed that the tech giant has retained the services of Omnicom Media Group’s PHD in Australia.

Mumbrella understands that the local decision was made after the initial realignment, making it the only market globally to not fully move to the GroupM agency, with PHD retaining its offline buying business, while Essence continues to service its digital and programmatic capabilities.

The move comes as Essence locally looks to merge with AKQA Media on 1 January 2022.

The global appointment by Google was was initially thought to impact the local market, however now Mumbrella now understands that Google has opted to protect its relationship with PHD. It is currently unknown if the Essence merger and increased capabilities in 2022 will impact the account.

According to data from Nielsen Ad Intel, Google spent an estimated $49 million in the 12 months from 20 November 2020 to 21 October 2021.

Both PHD and Essence were unavailable to comment.

Yesterday, Subway announced that it is ending its ten year relationship with AKQA Media, in favour of Publicis Group’s Zenith Media in 2022.


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