Adobe appointed GroupM media, content and technology agency Wavemaker as its U.S. media agency of record, following a review launched in October.
Wavemaker (which is the product of last year’s MEC/Maxus merger) will be tasked with handling media buying and planning in the U.S. across Adobe’s Clouds: Creative, Experience and Document products. Adobe spent around $55 million on measured media domestically in 2016 and $27 million in the first half of 2017, according to Kantar Media.Wavemaker already handled media buying and planning for Adobe in Europe out of its Switzerland office.
“We are excited to leverage Wavemaker’s innovation and expertise, especially their leadership in using Adobe Experience Cloud. It’s going to be a fantastic partnership in support of Adobe’s US marketing efforts,” Adobe head of U.S. media strategy and planning Steve Weeks said in a statement.
“We are thrilled to grow our partnership with Adobe here in the US. They have been at the forefront of our industry’s transformation and we are excited to bring our data-led, consumer journey approach to growing their business,” added Wavemaker U.S. CEO Amanda Richman.
Adobe’s creative account was not part of the review and remains with GS&P.