• by Joe Mandese , December 22, 2020

GroupM’s Wavemaker has landed a high-profile media account, ViacomCBS Networks International’s global media AOR.

The assignment, effective Feb. 1, includes media-buying and planning for the company’s entire portfolio of linear channels and related networks in nearly all markets outside the U.S., including the U.K.

Importantly, the assignment also covers data strategy and analytics, audience science and precision marketing related ot its media services, areas Wavemaker is known to excel at.

In the UK, the account includes British public service broadcaster Channel 5, in addition to pay TV brands Nickelodeon, MTV, Comedy Central and BET. The companies said the explicit goal of this assignment is to “drive linear viewing and increasing mobile app subscriptions, in addition to amplifying VCN UK’s live event campaigns and driving sales of consumer products.”

Wavemaker already was the media agency of record for sister unit Paramount Pictures.