Another Big Media Win For Publicis: MediaVest|Spark, DigitasLBi Land Mattel

Mattel has appointed two Publicis Groupe agencies — MediaVest|Spark and DigitasLBI — for media planning and buying duties after a review that began last October, according to sources.

The toy marketer spent and estimated $120 million annually on ads in 2015, according to Kantar Media.

The incumbents were Publicis Groupe’s Starcom, which handled planning, and WPP’s Mindshare which did buying.

The appointments mark the second big media account win for Publicis Groupe in as many days.

Earlier Molson Coors Brewing Co. selected Publicis Media for media duties in the U.S. and UK.

Publicis Media has created two Molson-dedicated units to service the account, including Chicago-based Connect powered by Publicis Media for their U.S. business, and London-based Connect powered by Zenith for the U.K. business.

The agencies and Mattel couldn’t be immediately reached or declined comment on the selections. 

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