Comcast NBCU has decided against putting its media business in review after talking to roster shops about that possiblity just two years after the media and entertainment giant split more than $1 billion in assignments among agencies owned by Publicis Groupe and WPP.
A spokesperson declined to explain further, saying only that the company will not be holding a review.
Talks about a review were said to be preliminary and driven by client procurement executives. Some incumbents, however, already had pitch dates.
Last year, NBCU, including Comcast, spent more than $1.3 billion in media, according to Nielsen. That figure does not include internet or B2B spending.
The 2011 search, triggered by Comcast’s acquisition of NBC Universal, resulted in Publicis Groupe units MediaVest and Starcom picking up the merged company’s cable and theme park business, respectively, and WPP’s Maxus winning the rest of what was formerly NBC’s operations, including Universal Studios. WPP’s Mediacom retained the media giant's overseas business.
Starcom could not be reached and GroupM and MediaVest representatives referred calls to NBCU.