Jewlery marketer Pandora has consolidated its global media account with Dentsu, broadening an eight-year relationship.  

The company’s annual marketing budget in 2023 was $545 million, although it did not break out what portion of that expense was earmarked for measured media. But marketing research firm COMvergence estimates that Pandora's global ad spending last year was $180 million. 

Under a new two-year contract Dentsu will handle media chores for the company across 36 markets including USA, Canada, UK, Italy, France, Germany, Spain, Poland, and Australia.  

Dentsu began working with the firm in 2016 and in 2022 won a pitch to build the Pandora Experience Lab that was designed to connect media, performance marketing, CXM and creative. The effort includes a global performance studio across social and search. 

“We truly consider our relationship with dentsu to be a strategic partnership, that has grown well beyond that of a media agency,” stated Dennis Pedersen, vice president, paid media and performance marketing at Pandora. “Dentsu’s willingness to innovatively rethink how we approach customer-centricity, has been invaluable to Pandora’s transformation over the last several years.”