Accounts in Review: The Media Searches Keep Piling Up

As a media agency these days, you're either under siege or flush with opportunity.

It became clear this week that Visa and Coty are searching for agencies to handle their global media, adding to a conga line that includes Unilever, SC Johnson, L'Oréal and Scotts Miracle-Gro. Collectively, those six companies spend a staggering $8.43 billion in media each year. So, again, you're either contemplating a big score or a major revenue loss depending on whether you're prospecting or defending.

OMD is defending in Visa's review but not in the Coty search, in part, sources said, because the cosmetics giant is pushing for more time to pay agencies—up to 150 days, according to the company's proposed media planning and purchasing agreement. (OMD is among three roster shops that handle Coty business around the world.) The Visa and Coty contests are expected to stretch into June.

1

Unilever: Global Media

Media spend: $5 billion
Incumbents: Mindshare, Initiative, PHD
Contenders: Incumbents, possibly others
Decision: December

2

SC Johnson: Global Media

Media spend: $1 billion
Incumbents: Maxus (traditional), PHD (digital)
Contenders: Incumbents
Completion: April

 

3

L’Oréal: Media

Media spend: $780 million
Incumbents: UM (traditional), DigitasLBi (digital)
Contenders: Incumbent, others to be determined
Completion: December

 

4

Hershey: Creative

Media spend: $650 million
Incumbents: Arnold (traditional), Havas Worldwide (digital)
Contenders: Incumbents, undisclosed others
Completion: April

5

Sears/Kmart: Creative, Media

Media spend: $560 million
Incumbents: Sears: mcgarrybowen, Havas Worldwide, Havas Media; Kmart: FCB, Havas Media
Contenders: Teams from Interpublic, Publicis Groupe and Havas, led by FCB, Leo Burnett and Havas Worldwide, respectively
Completion: May

6

Coty: Global Media

Media spend: $600 million
Incumbent: OMD, Havas Media, Zenith Media
Contenders: To be determined
Completion: June

7

Visa: Global Media

Media spend: $250 million
Incumbent: OMD
Contenders: Incumbent, others to be determined
Completion: June

8

Scotts Miracle-Gro: Media

Media spend: $80 million
Incumbents: MEC, Active International
Contenders: MEC, Horizon Media, Zenith Media, Mediahub, Havas Media
Consultant: Pile + Co.
Completion: April