"Facebook has restructured its agency model, adopting a broad spread of top global agencies from ad land to lead each of its apps. Ahead of the Cannes Lions Festival, the tech giant announced that it would continue to work with indie agency Wieden + Kennedy, but has expanded its partnership with Publicis' Leo Burnett, and has hired WPP's Ogilvy, Omnicom's BBDO, and Accenture's Droga5 at a time when many of the world's top brands are streamlining their agency rosters."
"It said that the agencies were selected based on their ability to "build timeless brands", with award wins and their respective geographical presences also having been taken into account. The mothership Facebook account will stay with longtime partner Wieden + Kennedy, the agency behind Facebook's 'More Together' campaign. W+K will continue developing global creative for the social network."
"Publicis' Leo Burnett, however, takes on an expanded partnership and has been rewarded the lead on separate app Messenger. Facebook cited the agency's "strategic strength and creative leadership" as the perfect tools to tackle Messengers' issues around privacy and interoperability. Britt Nolan, president and chief creative officer, Leo Burnett, said the pair were "taking the relationship to the next level". Elsewhere, Ogilvy is to be Instagram's first creative agency of record."
Facebook reorganized its agency structure by assigning leading global agencies to manage creative for individual apps. Wieden + Kennedy remains on the main Facebook account and will continue developing global creative. Publicis' Leo Burnett receives an expanded role as lead for Messenger to address privacy and interoperability concerns. Ogilvy becomes Instagram's first creative agency of record, managed from New York with global network support. Omnicom's BBDO will partner on WhatsApp, aided by its strength in emerging markets. Agency selection prioritized the ability to build timeless brands, award recognition, and geographical presence.
Read at The Drum
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