Amazon appoints Initiative for global media planning and buying
Amazon has appointed Initiative to handle its global media planning and buying account, following a review launched earlier this year.
It is believed that Initiative was appointed following a ‘shoot-out’ with Mediacom and incumbent Mindshare. It has been suggested that Zenith was also included in the pitch process.
The pitch process was handled by Accenture.
MEC will continue to handle the digital media for Amazon.
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