• by Steve McClellan  @mp_mcclellan, November 17, 2021

Google has consolidated its global media account with GroupM’s Essence without a review, the tech giant has confirmed.

Essence is a long-time incumbent, having handled digital media planning and buying for the company for over a decade. Traditional media chores have been handled by Omnicom’s OMD and PHD.

Google spends an estimated $1.55 billion on measured media annually according to agency research firm COMvergence. About 65% of Google’s spend, or more than $1 billion is invested in digital channels, per COMvergence.

Most of the firm’s media budget — a little over $1 billion — is allocated to North America where about 2/3 of spending is earmarked for digital, COMvergence reports.

Google CMO Lorrain Twohill issued a statement: “Like all marketers we regularly evaluate assignments across our agency partners. Omnicom has been a strong partner for us over many years and we look forward to continuing our relationship with them across other services.”