Facebook designates Publicis Groupe's Spark Foundry as its worldwide media agency of principal responsibility
Meta, the parent company of Facebook, Instagram, and WhatsApp, has announced a significant change in its media strategy. After a competitive review process, Meta has awarded its global media business to Publicis Groupe's Spark Foundry.
The decision was made public through an email to Adweek, marking the start of a new partnership between Meta and Spark Foundry. This partnership will see Spark Foundry responsible for media planning and buying tasks for Meta's brands, including Facebook, Instagram, and WhatsApp.
The review process, initiated in March, was one of the most significant of the year. It involved multiple agencies, with Publicis Groupe, Havas, WPP, and Dentsu among the initial contenders. Notably, GroupM's Mindshare, previously handling Meta's media business, pulled out of the review in July.
Spark Foundry's selection as Meta's new global media planning and buying partner comes after a period of significant growth under Imogen Hewitt, CEO of Spark Foundry ANZ and chief media officer at Publicis Groupe ANZ. Her leadership has been instrumental in expanding the agency's influence in the media space.
The exact details of the previous agency handling Meta’s global media business and the full list of review participants are not explicitly disclosed in the available sources. However, such global media business awards from major clients like Meta typically involve comprehensive agency reviews and pitches across several contenders.
Spark Foundry's expanded stature and strategic focus on media leadership and culture positioned them well to win such global assignments. Their role will be instrumental in Meta's efforts to reconnect with its audience and play a key part in shaping Meta's rebrand.
In summary, Meta has chosen Publicis Groupe's Spark Foundry as its new global media partner following a competitive review process. Imogen Hewitt leads Spark Foundry ANZ and has significantly expanded the agency, demonstrating strong leadership in the media space. The exact details of the initial review participants and the previous agency Meta appointed may not be public or covered in the provided sources.
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