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Toy giant Mattel has picked a Publicis umbrella group to run its U.S. media business after a review.
Mediavest | Spark will now handle planning and offline buying, while DigitasLBi runs digital media, programmatic buying and content production. The two will collectively go by the name Team Mattel in yet another iteration of Publicis’ “Power of One” approach to shared accounts, and the business will be run out of their Chicago and Los Angeles offices.
“The story goes back to a little over a year ago, when we hired [evp, chief content officer] Catherine Balsam-Schwaber out of NBC to reimagine our content creation and distribution strategy, which historically had been focused on DVD sales and TV ads,” said Mattel senior director and head of corporate communications Alex Clark.
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