GroupM’s Maxus has added NBCUniversal digital duties to the traditional media responsibilities it already handles for the media and entertainment giant after a review, reps at the company confirmed.
The move from incumbent Ignited, based in El Segundo, Calif., includes digital assignments for NBC broadcast and cable networks like USA, CNBC, Bravo, Syfy and E. While NBCU spent $92.3 million on digital marketing in 2013, according to Kantar Media, several sources peg future spending to grow to some $200 million.
MediaVest was the other finalist in the digital review, according to the sources.
The review of digital business follows a U.S. media agency search triggered by Comcast’s acquisition of NBCUniversal. In July 2011 Publicis Groupe and WPP media agencies emerged as the winners, dividing more than $1 billion in annual media spending: Publicis’ MediaVest and Starcom won the merged company’s cable and theme-park business while WPP’s Maxus was given the rest of what was formerly NBC’s business, including Universal Studios.
WPP sibling Mediacom continues to work for NBCUniversal overseas.