Music streaming company Spotify has awarded its global media assignment to Publicis Media after a review that began last year. 

The company spent an estimated $240 million on measured media last year, according to agency research firm COMvergence.  

The business is currently handled by Interpublic media agencies. The official handoff is set for June. 

Publicis Media has created a dedicated unit called OneVibe to service the account. 

Confirming the appointment, a Spotify rep said, “As Spotify’s always-on support, Publicis will assist with global and regional brand media, as well as performance marketing.”  

The spokesperson also noted that Spotify would continue placing social performance buys through its in-house performance social buying team.  

Marc Hazan, vice president of Marketing and Partnerships at Spotify, stated, “As Spotify’s business and ambitions evolve, embracing change is key to our creative edge as is doing everything we can to connect with an ever-expanding global audience of more than 602 million users in more than 180 markets. We look forward to a new chapter of brand media and performance marketing excellence with Publicis OneVibe.”  

The RFP process kicked off in mid-2023 and MediaSense consulted on the search for Spotify.   

The award follows a roughly 17% cut in the Spotify workforce in December--about 1,500 employees. At the time the firm said the cuts were designed to improve efficiency. It was the third round of layoffs for the firm in 2023.