After a review, Bose has selected WPP as its global agency partner across creative, media, localization, production and digital marketing. The business will be handled by a “custom-built team” of WPP shops, which were not identified by the company or agency.
Bose declined further comment and WPP deferred back to the client.
However, a person close to the matter said the WPP team consists of creative shop Grey Group, digital agency Wunderman, marketing implementation unit Hogarth Worldwide and media agency MediaCom.
The review spanned several months and the partnership will go into effect in spring 2018, according to a statement from the maker of headphones and speakers.
The person said WPP competed with holding companies Omnicom Group and Publicis Worldwide.
“Our business has grown in every market we serve and every category we’re in,” said Nicola Emsley, Bose head of global marketing, in a written statement. “We think that’s because we put our customers first in every part of the company. And an integrated model is the best way to focus on them, and the right fit for our plans.”
Emsley added: “We’ve learned so much from every agency we’ve worked with over the last several years, and every team we met with during this process had impressive capabilities. But WPP had the best understanding of our brand, with the best network, talent and vision to help us.”
The review was launched to “elevate and centralize external marketing services” in the Americas, Europe and Asia Pacific, according to the Bose statement.
Bose previously had split its media and creative business between a combination of WPP and Interpublic agencies. Interpublic’s MullenLowe Mediahub and Initiative had handled Bose’s domestic media planning and buying, while WPP’s MediaCom and Grey led international media duties and creative, respectively. Grey was specifically named Bose’s lead creative agency in 2015.
Interpublic did not respond to a request for comment but the person with knowledge of the situation said all of its agencies declined to pitch.
According to a Kantar Media report, Bose spent nearly $35.7 million on marketing in 2016 and $6.4 million during the first six months of 2017.
The person said those spending figures are closer to $80 million in the U.S. and $150 million globally, on average.
WPP has created other dedicated teams for clients including GroupM for Target and GTB for Ford, of which, as AgencySpy reported in November, the automaker was reexamining its partnership with.
Update: This story has been updated from an earlier version to include the specific WPP agencies involved, the holding companies it competed with in the review and to correct Bose’s average advertising spend.