Adage recently reported that Pinterest has selected Interpublic Group of Cos.’ Mediahub and MDC Partners-owned 72andSunny as its agencies of record. Mediahub and 72andsunny will act as the social network’s respective media and creative agencies of record.
Pinterest Names Its Media and Creative Agencies of Record
According to Adage, the social network is yet to officially comment on the appointments. But sources close to the account have been speaking to the press. They stated that Mediahub and 72andsunny were appointed after two separate reviews. Mediahub is taking over Pinterest’s media account from Giant Spoon. Giant Spoon was the social networks first-ever media agency and was awarded the account in 2017. It is unclear if the agency participated in the review pitching process. It is also unclear if Giant Spoon will still be working with the social network. Before appointing 72andsunny their creative agency, the social network handled creative work in-house.
According to Kantar estimates, Pinterest spent only $4.4 million on measured media in the U.S. in 2018 but $7.6 million in the first half of 2019. Last year, the company spent just under $2 million in the first half of the year, per Kantar’s research.
Mediahub, formerly known as MullenLowe Mediahub, is a global media planning and buying agency. It is part of the MullenLowe Group advertising network, itself a component of multinational advertising and marketing company Interpublic Group of Companies (IPG). The agency was launched in 2005 as part of MullenLowe Group’s predecessor Mullen, they have offices in 14 cities worldwide. Their client portfolio includes Netflix, Chipotle, FOX Entertainment and Sports, Harley-Davidson, Dropbox, Patrón, Ulta Beauty, Royal Caribbean and Western Union.
72andSunny is an advertising agency with offices in Los Angeles, Amsterdam, New York City, Singapore and Sydney. It was founded in 2004 and it is a full-service advertising agency. Its client portfolio includes brands like Adidas, Coors Light, Samsung and Target.