• by Steve McClellan  @mp_mcclellan, March 2, 2023

Tech giant Adobe has completed its global media agency review, splitting the account  between WPP’s Wavemaker and Publicis Media.

Wavemaker was an incumbent, along with more than a dozen agencies serving various markets around the world.

The decision follows a review that began last fall.

The company spent an estimated $335 million on measured media globally in 2022 according to agency research firm COMvergence. North America accounted for the largest portion—about $195 million most of which (85%) was earmarked for digital channels.

The firm spent $70 million and $60 million in the Asia Pacific and Europe Middle East and Africa regions respectively, per the COMvergence rundown. Spending in Latin America is estimated at $10 million.

Wavemaker retained the U.S., added the rest of North America and LATAM and added additional duties. Publicis Media, which was not an incumbent, was awarded EMEA, APAC and Japan. The last was previously handled by Dentsu. Wavemaker had earlier handled EMEA. 

Toby Jenner, Global CEO at Wavemaker issued a statement: “We’re proud to be extending our partnership with Adobe regionally and globally. We couldn’t be more delighted to have won the agency of record for their Americas, including the USA, full-funnel B2C media business, in addition to three global lines of business and establishing a Global Centre of Excellence, that will enable us to deliver locally and globally for Adobe to fuel their growth ambitions. Adobe is now a top 10 client for us globally. This is a fantastic result fueled by our attitude of Positive Provocation, a phenomenal team effort and collaboration across Wavemaker, GroupM and WPP."