Hasbro has consolidated the bulk of its global media business at OMD, which was the incumbent in 15 international markets, including Europe and China, sources said.
Among the new markets added by the Omnicom media agency is the U.S., which had previously been handled by Interpublic Group’s Initiative. GroupM’s MediaCom, meanwhile, retained the toy maker’s business in Latin America, sources said.
Hasbro’s annual media spending worldwide is estimated at US$300-US$350 million. In the U.S. alone last year, Hasbro spent nearly $100 million in media, according to Nielsen.
The media decision follows Hasbro’s shift of a sizable share of global creative business to WPP’s Grey. In the media pitch, WPP offered a broader GroupM solution to the Pawtucket, Rhode Island company.
The agencies either did not return calls or referred calls to Hasbro, which could not immediately be reached.