Earlier this year, in May, to be precise, Disney called for a global media review for its $2.2 billion accounts and as you guessed many agencies and networks were scrambling to win the account. Disney has recently concluded the global media review. It has been reported by Adweek that Omnicom and Publicis Groupe have emerged the big winners of the review.
About the Disney Global Media Review
The global review for the $2.2 billion media account was conducted by the agency MediaLink. Six agencies from across 4 holding companies participated in the review. An independent media agency Horizon also participated in the global media review. WPP had to withdraw from the pitch in the US because of a conflict of interest with client Comcast. But WPP still participated in the pitch for the APAC region.
Omnicom Wins Big at Disney Global Media Review
Omnicom emerged a big winner at the review. The agency created a bespoke unit called OMG23 for the review. The OMG23 is in reference to Disney’s founding year of 1923 (Smart right!). For the review, they drew talent and resources from across the Omnicom network. Their hard work paid off seeing as they won big at the review. They were awarded Disney’s North America movie studios account, including Disney Studios, Marvel Studios and 20th Century Fox. OMG23 was also awarded its media channels in North America accounts. These channels include ABC, ESPN, FX and Nat Geo.
Publicis Groupe Wins Big at Disney Global Media Review
Another agency to win big during the review was Publicis Groupe. They were awarded Disney’s media account in its entirety across EMEA, APAC, LatAm while expanding on its existing relationship on ESPN in North America, to include media duties for Disney+ and Disney Parks & Resorts. Like Omnicom, they created a bespoke unit called Publicis Imagine. The Publicis Imagine unit largely relied on seamlessly combining Zenith’s media expertise and the firepower of Epsilon’s unmatched data offering. Sources close to the matter cited Publicis Groupe offering data capabilities via Epsilon as a significant factor in the decision
Sources also claim that the agency’s ability to include its data offering without expanding costs was another significant factor. A source disputed the last claim.
Other Winners at Disney’s Global Media Review
According to sources close to the matter, WPP retained media duties for India. Another source stated that a large share of media buying for Disney+ and Disney Parks & Resorts is programmatic buying handled in-house by Disney.
Source: Ad Week