Initiative of IPG wins Amazon's media buying and planning account

Amazon has zeroed down to Interpublic Group of Cos. to manage their major account of over $1 Billion global media buying and planning. The decision was confirmed after review launch conducted earlier this year. IPG's global media agency Initiative will be leading the account.The win has been confirmed as reported by some publications. However, Amazon was unavailable to respond on this move.

Initiative goes back long way with its association with Amazon as its global agency prior to this win. The agency has has also undergone a major revamp with steps like bringing onboard Global CEO Mat Baxter and U.S. CEO Amy Armstrong along with appointing a few regional heads in the U.S. IPG had also managed to win the global account for Carlsberg which was touted as its first major win in global terrain since the revamp.

After investing more than $920 million on measured media in the U.S. alone during 2016, Amazon is set to expand in the international markets such as India.