Three holding companies have been shortlisted for the Amazon global media account.
Pitches are to be undertaken at a holding company level with WPP, IPG Mediabrands and Omnicom Media Group all in line for the account.
A WPP solution, comprising the work of different teams across the holding company, will be going for the account and OMG will be going for it with a bespoke team from across its different agencies.
Interpublic’s Initiative is the incumbent on the account, and will be repitching.
Initiative won Amazon’s global media in 2013 and successfully defended it again in 2017, beating Publicis Media.
Amazon spokesperson Brad Glasser told Campaign the process is a routine review of the brand’s third-party vendors.
The brief for the account was issued in early March and Campaign understands pitches are imminent.
Amazon reported an annual spend of $20.6bn (£16.9bn) for its advertising and promotions in 2022, up from $16.9bn in 2021, and more than double its spend in 2020 of $10.9bn.
It signed a multi-year partnership with UEFA Women’s Football last year, including sponsorship of the UEFA Women’s EURO 2025. This will be first time Amazon has sponsored a major international sports tournment.
Omnicom agency Adam & Eve/DDB, which was appointed to Amazon's European creative roster in September last year, released the first work for the UEFA sponsorship in the UK (pictured) in March.
When approached for comment by Campaign, all holding companies and the client declined to comment on the media review.
This article originally appeared at Campaign UK.
