Bose Consolidates Global Media Chores With 3 Shops

Sound system company Bose has completed a global media consolidation review that it began in April, according to sources. Interpublic’s MediaHub/Mullen and Initiative will handle North America, while WPP’s MediaCom was selected for markets outside North America, including Europe and Asia.

According to RECMA, Bose spent an estimated $275 million on ads globally in 2012. Most of that spending occurred in the U.S., according to Kantar, which estimated the company spent $216 million here in 2012 and about $206 million in 2013. 

In the U.S., the company’s media assignment will continue to be handled by MediaHub/Mullen, the media operation within Interpublic Group shop Mullen. As it has in the past, it will tap into IPG Mediabrands resources as needed to service the account.



During the review, MediaHub teamed with sibling agency Initiative, part of IPG’s Mediabrands, to pitch the global business. Bose awarded Initiative non-U.S. markets in North America — Canada and Mexico.

Outside of North America, Bose had a number of smaller agencies handling media duties in numerous markets. Those chores have been consolidated with MediaCom, extending a win streak that began 10 days ago with the Merck consumer health business (now owned by Bayer) and A-B InBev U.S. media assignment.

Bose enlisted consultant Ebiquity to help manage the review process.

The winning agencies declined to comment, referring calls to Bose. A rep there could not be immediately reached. 

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