Facebook Announces Changes in Agency Partners Ahead of Cannes Lions

Expanded roster includes Ogilvy, Droga5, Leo Burnett and BBDO

Ogilvy will be Instagram's AOR, Droga5 will take on Facebook's "corporate narrative" and BBDO will handle WhatsApp.
Facebook, Instagram, WhatsApp

Leading up to the Cannes Lions next week, Facebook has announced new agency partnerships, adding three to the roster while expanding roles for others for specific apps.

In one of the more significant moves, the social media giant has brought on Ogilvy as its agency of record for Instagram. Lauren Crampsie, Ogilvy New York’s president, said: “We are humbled to embark upon this very important partnership with Instagram—where the diversity of our teams will play a paramount role, and our next generation of leaders will shine.”

Droga5, recently acquired by Accenture Interactive, has been tasked with Facebook’s overall “corporate narrative.” The brand cited Accenture Interactive’s global reach as a primary driver of the decision.

“We look forward to fully flexing our strategic and creative know-how, to tackle the challenge and bolster their business,” said Dan Gonda, managing director of Droga5.

BBDO nabbed the assignment for messaging brand WhatsApp, and Facebook noted the agency’s strength in emerging markets like Brazil and India, nations and regions that show continued growth potential for the app.

“We’re thrilled to work with this team to help communicate the great value this product brings to people around the world,” said Andrew Robertson, BBDO president and CEO.

Leo Burnett is getting its first assignment from Facebook, focusing on the Messenger product as the brand continues to focus on privacy and interoperability for the platform. Britt Nolan, Leo Burnett’s president and chief creative officer, said that they are “proud to count Facebook as a client and looking forward to taking our relationship to the next level.”

Incumbent agency Wieden + Kennedy will continue to work on Facebook’s main branding, which has included the global “More Together” campaign.

Internally, Facebook’s Creative X in-house team will focus on what is termed “owned channels,” including “On-Platform,” events, experiences, websites and social posts.

A key consideration of these appointments is each agency’s commitment to diversity and inclusion by asking each to put plans or programs in place to increase the representation of women and underrepresented minorities on their teams. Agencies working with Facebook, the sponsor of this year’s Glass Lion at Cannes, will also be required to work with the 4A’s and, specifically, the trade body’s Multicultural Advertising Intern Program—better known as MAIP—which develops talent for the marketing and advertising industry.

These requirements are in line with the goals of Facebook’s chief marketing officer, Antonio Lucio, who had success in pushing agencies to change their teams’ makeups during his tenure at HP in the same role.

“Purpose and impact have been at the center of every career decision that I have ever made,” said Lucio when he was hired by Facebook as CMO last August. “Facebook is one of the world’s most impactful brands, at a pivotal moment in its history.”