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Publicis beats WPP to the punch on prized Meta account

Spark Foundry will assume responsibility for all media across the family of brands

Facebook has alighted on Publicis-owned Spark Foundry to serve as its media agency of record following a high-stakes seven-month review for the prestigious Meta account.

Wresting the honors from WPP’s Mindshare and Dentsu, Spark will assume responsibility for all media across the family of brands recently repositioned under the Meta banner, including social juggernauts Facebook and Instagram and communications tool WhatsApp.

Commenting on the changing of the guard, a Facebook spokesperson said: “We are pleased to announce that Spark Foundry will be our new global media planning and buying partner across Meta’s brand portfolio.

“We are deeply grateful for the partnership we’ve had with Group M and Dentsu since 2014 and are proud of everything we’ve been able to accomplish together.”

The review was instigated back in March under the direction of ID Comms, initiating a flurry of interest in a media count estimated by Comvergence to be worth as much as $750m, a figure that is likely to swell further in the years ahead.

WPP-owned Mindshare has worked with Facebook since 2014, but WPP withdrew from the process after reviewing proposal documentation.

Facebook is in the throes of one of the most significant shifts in its history as the organization embraces the metaverse as the future of social media.

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