Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
Hasbro has consolidated the bulk of its global media business at OMD, which was the incumbent in 15 international markets, including Europe and China, sources said.
Among the new markets added by the Omnicom media agency is the U.S., which had previously been handled by Interpublic Group's Initiative. GroupM’s MediaCom, meanwhile, retained the toy maker’s business in Latin America, sources said.
Hasbro's annual media spending worldwide is estimated at $300-$350 million. In the U.S. alone last year, Hasbro spent nearly $100 million in media, according to Nielsen.
The media decision follows Hasbro’s shift of a sizable share of global creative business to WPP's Grey.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in