Red Bull has awarded its UK media planning and buying account to Mindshare. The Drum understands the account to be worth up to £7m.
The energy drinks company kicked off a review in December, just six months after a shake-up of its media business in North America.
Mindshare had pitched for the US portion of the work, but Publicis Groupe’s Starcom eventually won the account, taking over planning, buying, search, social and programmatic duties from incumbent of eight years Carat.
The move of the UK account to GroupM’s Mindshare is a blow to independent agency AMS, which had managed it since 1996. It is understood to have repitched for the business but later withdrew from the pitch.
In 2001, Red Bull ran a review of the relationships with all of its European media agency partners.
The Drum has contacted Red Bull for comment but was awaiting reply at the time of writing.