Facebook has named lead agencies for each of its apps and corporate brand. The agencies are Wieden + Kennedy, BBDO, Ogilvy, Leo Burnett and Droga5, and each will be responsible for global creative strategy and production for off-platform media.
Facebook’s spokesperson confirmed the appointment to Marketing, adding that it is in the process of defining scopes for each of the brands, with work kicking off this summer and fall.
The Facebook app will continue working with Wieden + Kennedy, expanding its relationship under the creative direction of the agency’s CCO and co-president Colleen DeCourcy. Wieden + Kennedy is currently responsible for the Facebook More Together campaign, which aims to get users more interested in Facebook Groups. WhatsApp, which Facebook says is one of the key pillars for its future growth, will tie-up with BBDO which impressed with its creative strength in key emerging markets such as India and Brazil, the spokesperson said.
Meanwhile, Instagram will partner with Ogilvy with work being led out of New York. According to the spokesperson, Ogilvy’s proven creativity and strong local market focus was the key driver of its decision. As Messenger embarks on a journey to focus on privacy and interoperability, it will work with Leo Burnett which is “best positioned” to serve the app due to its strategic strength and creative leadership, the spokesperson added.
The company is also working with Droga5 to further its corporate and business narrative. “We believe the impressive creativity and strategic rigour of Droga5, underpinned by the business transformation strengths and global reach of Accenture Interactive, will be an asset in reframing the Facebook company conversation as we aim at regaining trust,” Facebook’s spokesperson said.
In the meantime, Facebook’s internal Creative X team will focus on its owned-channels including on-platform, events and experiences, websites and social posts. The five agencies will partner the team, which will serve as creative stewards of its brands, ensure integration across on and off-platform work, social, events and experiences. The Creative X team will also hold its agency partners accountable to its production cost and quality, diversity and inclusion expectations.
Facebook’s spokesperson also told Marketing that diversity, inclusion and equality is “a business imperative that is of utmost importance” to the company in these partnerships. As such, it expects agency partners to adopt the same standards that its internal teams hold themselves accountable to in the bidding process. Facebook also expects agencies to define diversity in local countries and regions and set goals for increasing diversity and inclusion on their teams. They are also required to include at least one female director in the triple bidding process.
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