Facebook has launched a global media buying and planning review covering all properties – Facebook, Messenger, Instagram, and WhatsApp. The pitch is currently being managed by ID Comms and Mindshare and dentsu are defending the account, according to Adweek. Mindshare is Facebook’s main media agency while dentsu manages the account for select markets, Adweek added. MARKETING-INTERACTIVE has reached out to Facebook, Mindshare, dentsu and ID Comms for comment.
The media pitch comes two years after the tech giant named Wieden + Kennedy, BBDO, Ogilvy, Leo Burnett and Droga5 to lead global creative strategy and production for each of its apps and corporate brand. The Facebook app continues its work with Wieden + Kennedy, expanding its relationship under the creative direction of the agency’s CCO and co-president Colleen DeCourcy. WhatsApp is handled by BBDO which previously impressed with its creative strength in key emerging markets such as India and Brazil.
Meanwhile, Instagram is working together with Ogilvy and work is led out of New York. Facebook's spokesperson told MARKETING-INTERACTIVE previously that the agency's proven creativity and strong local market focus was the key driver of its decision. Lastly, Messenger is working with Leo Burnett which is “best positioned” to serve the app due to its strategic strength and creative leadership. At the same time, Facebook is also collaborating with Droga5 to further its corporate and business narrative.
The five agencies are currently partnering Facebook's internal Creative X team, with the latter focusing on its owned-channels including on-platform, events and experiences, websites and social posts.
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