NBCUniversal Digital Is in Review

Account is at Ignited

NBCUniversal is reviewing the digital work currently handled by Ignited, El Segundo, Calif., which was awarded the business in January 2009, sources said.

The assignment covers digital efforts covering NBC broadcast and cable network brands like USA, CNBC, Bravo, Syfy and E!. NBCUniversal spent $92.3 million on digital marketing in 2013, according to Kantar Media.

It could not immediately be determined which agencies are competing for the account or when a decision will be made. Ignited has been invited to defend, sources said.

A NBCUniversal rep declined to comment and Ignited didn’t return calls.

The review of digital business at Ignited follows a U.S. media agency search triggered by Comcast’s acquisition of NBCUniversal. In July 2011 Publicis Groupe and WPP Group media agencies emerged as the winners, dividing more than $1 billion in annual media spending: Publicis’s MediaVest and Starcom won the merged company’s cable and theme-park business while WPP’s Maxus was given the rest of what was formerly NBC’s business, including Universal Studios. WPP’s Mediacom continues to work for NBCUniversal overseas.