General Electric has hired WPP’s MEC to handle media planning and buying outside of the U.S. after a review.
In addition, MEC will handle search engine media responsibilities globally. GE spends more than $200 million on media worldwide each year.
MEC's win comes at the expense of Omnicom Group's OMD, which previously handled most of GE's media business around the world, and Publicis Groupe's Starcom. OMD, however, retained planning and buying in the U.S., which is significant.
A GE representative confirmed the assignments. MEC could not immediately be reached and OMD declined to comment.
GE's lead creative agency is Omnicom’s BBDO.