NBC Universal Entertainment Has Placed Its Media Planning and Buying Business in Review


NBC Universal Entertainment has recently placed its media planning and buying business under review. According to Ad Week, NBC Universal Entertainment recently issued an RFP for its media business.  NBC Universal Entertainment’s media business was previously handled by Essence, the GroupM agency.

NBC Universal Entertainment Has Placed Its Media Planning and Buying Business in Review

About Essence

Essence is a global data and measurement-driven agency. The agency specializes in strategy, digital marketing, digital creative, media planning and buying, mobile advertising and analytics. It is majorly owned by WWP and is a part of Group M. Essence has over 18 offices in 12 countries and a staff of about 1,600 people. Some of the agency’s notable clients include Google, Target, Financial Times, Tesco Mobile and Friesland Campina.

Essence started handling the NBC Universal Entertainment account after it spun off to its own agency after WPP merged Maxus and MEC to create Wavemaker. WPP’s Maxus initially was the entertainment unit’s agency of record, after it won a 2011 review.  The 2011 review for NBC Universal Entertainment’s account came after Comcast acquired NBC. Essence hasn’t made any comment about the review.

Details from the NBC Universal Entertainment Review

According to sources the entertainment unit of NBC just recently sent out the RFP.  Essence will also participate in the review defending against other agencies. For now, no information has been revealed about the other agencies participating in the review.  No reports have also been revealed about why exactly they decided to place their media business in a review.

It will be a big win for whichever agency wins this account seeing as Kantar Media estimated NBC media spend to be about $ 233million. NBC also spent about $184 million during the first nine months of 2018/ NBC is doing very well, according to Comcast chairman and CEO Brian Roberts. He reported higher-than-expected profits for the fourth quarter of 2018. The company is expecting to gain greater leverage by launching a free streaming service in 2020.


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