media trough M&M Global.“
Barbie shops for shiny, new agency as Mattel’s $150m US media account goes up for grabs27.10.2016
Toy manufacturer Mattel is reviewing its $150m US media planning and buying account, following a request for information sent to agencies last week.
The incumbent, Publicis Groupe’s Starcom, has worked on the media planning account since 2005 while WPP’s Mindshare handles media buying in the US.
In its 2015 annual report, the company recounted total advertising and promotion expenses of $718m, with $150m earmarked for ad spend.
Word of the review comes as Mattel confirmed a multiyear deal with content creator Tongal to develop and produce content for brands including American Girl, Barbie, Thomas & Friends and Hot Wheels.
MediaLink is reported to be advising on the review.