Several brands are undergoing global media reviews as we enter Q3, with the biggest review of the month is Ford’s 3.5 billion dollar creative and media review. In a big blow to WPP, BBDO was named the lead creative agency. WPP’s Global Team Blue retained large portions of the account, including the media planning and buying responsibilities. McDonald’s and BMW both reviewed their media agency model in China, with OMD retaining the McDonald’s account and Starcom keeping the BMW business. Chinese e-commerce giant Alibaba Group appointed Mediacom as the agency to help them lead their global expansion – naming them the media strategy and buying agency for key brands like TMall, Alibaba Cloud, Dingtalk and Taobao.
For the full list of accounts in review this month, see below.