Publicis Media is retiring its well-known Mediavest brand, which handled some of the biggest media accounts in the U.S., including Procter & Gamble, Coca-Cola and Kraft Heinz, for nearly 20 years.
It was established in 1999 when DMB&B merged its planning department with its existing broadcast operations unit known as TeleVest to create MediaVest, one of the first unbundled, full-service media agencies in the U.S.
Mediavest and sibling media shop Spark merged in 2016 -- part of a broad corporate restructuring at Publicis Group -- to create Mediavest | Spark. That entity is now being renamed Spark Foundry.
The rebranding is designed to better reflect the company's expansion beyond media to include analytics, technology and innovation, insights, content and commerce.
According to the agency, the new Foundry moniker was selected due to its broader meaning as a specially equipped place where raw materials are heated and forged to make things.
“Spark Foundry’s unique vision brings a palpable energy that is proven to drive results for our clients,” stated Publicis Media CEO Steve King.
Added Spark Foundry U.S. CEO Chris Boothe: “Today, by unveiling Spark Foundry, we’re continuing to evolve our brand to meet marketplace needs. By extending our startup spirit and powerhouse soul across the globe and simplifying our name, we’re sharing the heat that has fueled our growth for the past five years.”
Since coming together as Mediavest | Spark in March 2016, the agency has won a number of new clients, including BEL Groupe (Global), MTV, KFC, Mattel, H&R Block (USA), Expedia (SEA), EuroLoan (Poland), Virgin Mobile (MENA), OnePlus (UK) and Diageo (Australia). It also recently lost Sprint.