Some bold moves being made. Mondelēz consolidates its global advertising into WPP and Publicis with some specialist agencies thrown into the mix in effort to improve digital ROI. McDonald’s shifts its US creative business to independent Wieden+Kennedy as it tries to keep up with buzzworthy Burger King. Vodafone looks to Dentsu Aegis Network’s Carat as the telecoms company looks for support as it continues to build up its in-house media buying capabilities.
US$800m
Consultant
None
Incumbent
Undisclosed
Participating Agencies
Undisclosed
WPP
WINNER 
Publicis
WINNER
VCCP
WINNER
TMA
WINNER
BETC
WINNER
US$600m
Consultant
None
Incumbent
DDB / We Are Unlimited
Participating Agencies
Undisclosed
Wieden+Kennedy
WINNER
US$600m
Consultant
None
Incumbent
Wavemaker
Participating Agencies
Undisclosed
Dentsu Aegis Network
WINNER
US$600m
Consultant
None
Incumbent
Starcom
Participating Agencies
Publicis Groupe
Omnicom
Havas
WPP
Starcom
WINNER
Epsilon
WINNER
US$400m
Consultant
None
Incumbent
Undisclosed
Participating Agencies
Undisclosed
PHD
WINNER
US$180m
Consultant
None
Incumbent
Undisclosed
Participating Agencies
Undisclosed
TBWA\London
WINNER
US$160m
Consultant
None
Incumbent
UM
Digitas
Digitas
Participating Agencies
Undisclosed
UM
WINNER
Digitas
WINNER
US$150m
Consultant
None
Incumbent
Havas Media
Participating Agencies
Undisclosed
In Review
WINNER
US$150m
Consultant
Incumbent
Undisclosed
Participating Agencies
Undisclosed
In Review
WINNER
US$90m
Consultant
None
Incumbent
Zenith
Participating Agencies
Undisclosed
OMD
WINNER
US$80m
Consultant
Incumbent
Multiple
Participating Agencies
Undisclosed
In Review
WINNER
US$60m
Consultant
Incumbent
Wavemaker
Participating Agencies
Undisclosed
Wavemaker
WINNER
US$50m
Consultant
None
Incumbent
Undisclosed
Participating Agencies
Undisclosed
Mosaic
WINNER