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Adobe’s media review concluded this week with its decision to split its approximately $500 million global b-to-c media business between WPP and Publicis Media. The holding companies will co-operate a new global center of excellence to service the account.
GroupM agency Wavemaker not only retained Adobe’s Americas business spanning the U.S., Latin America and Canada, but expanded its purview. Previously focused on brand marketing initiatives, Wavemaker now manages Adobe’s full-funnel strategy.
The Americas business alone is worth $185 million, according to an RFP letter Adobe sent to agencies last August that Adweek later obtained.