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Meta has awarded its global media business to Publicis Groupe’s Spark Foundry, after putting the account into review in March. The review initially included Publicis Groupe, Havas and incumbents WPP and Dentsu. GroupM’s Mindshare previously handled Meta’s media business, but pulled out of the review in July.
The high-profile review has been one of this year’s most significant. In the immediate aftermath of Facebook’s name change to Meta, it signals that Spark Foundry will play a key role in shaping the company’s rebrand and efforts to reconnect with its audience.