GroupM’s Wavemaker has been appointed as the global media agency of record for leading global media and entertainment company ViacomCBS Networks International (VCNI), effective February 1, 2021. The WPP agency will handle media buying and planning for the company’s complete portfolio of linear channels and related networks in nearly all markets outside the U.S. including the U.K, and will handle data strategy and analytics, audience sciences and precision marketing related to its media buying and planning business.
In the UK, Wavemaker’s brief will cover public service broadcaster Channel 5, in addition to pay TV brands Nickelodeon, MTV, Comedy Central and BET. The agency will be tasked with helping to drive linear viewing and increasing mobile app subscriptions, in addition to amplifying VCN UK’s live event campaigns and driving sales of consumer products.
Lee Sears, Executive Vice President (EVP) and General Manager (GM), Digital and Ad Sales, ViacomCBS Networks International, said of the appointment: “As entertainment becomes more global, we continue to adapt our business to meet shifts in consumption. We are confident that Wavemaker’s proven track record in our industry as well as its excellence in data and audience strategy and precision marketing will help us drive user growth across our linear TV channels, while also making progress in monetising those viewers.”
Anna Hickey, Global Client President, who will lead the account at Wavemaker, added: “VCNI is an exciting business on a journey of transformation and growth, and this appointment is an endorsement of our global structure, our industry experience and our ability to deliver solutions that positively provoke growth. We are looking forward to asking the tough questions and applying our most progressive capabilities to drive success for ViacomCBS across the world.”
Toby Jenner, Global CEO of Wavemaker, said: “We’re extremely proud to expand our partnership with VCNI around the world. Adding the Viacom network business to Paramount Studios is testament to the great work we currently do and the strength of the relationship. It’s a really exciting time for ViacomCBS, and we look forward to working closely together as they evolve their business model around the world.”
Wavemaker’s appointment comes about a year after the review process began. ViacomCBS Networks had originally kicked off a UK media review at the end of 2019 and enlisted AAR to help with agency selection. Omnicom’s PHD is the UK incumbent agency and was not involved in the process.
However, the company then decided over the course of 2020 to fold the UK process into a wider international review of its media planning and buying requirements outside of the US.
Wavemaker is the current agency of record for Paramount Pictures, ViacomCBS's movie and TV production arm. The review did not affect the media account for Paramount Studios.
The global account is worth $100m (£73m) according to agency estimates and £5.4m in the UK according to Nielsen figures.
Viacom acquired Channel 5 from Northern & Shell in 2014. The US media congomerate reunited with CBS Corporation last year, having been split into separate companies in 2006.
From Marketing Directo:
ViacomCBS Networks elige a Wavemaker
Wavemaker será la nueva agencia global de medios de ViacomCBS Networks International
Wavemaker se encargará de la compra de medios y la planificación de la cartera completa de canales y redes relacionadas de VCNI en casi todos los mercados fuera de Estados Unidos.
Wavemaker será la nueva agencia global de medios de ViacomCBS Networks International
Wavemaker será la agencia de medios global de Viacom CBS Networks International (VCNI) a partir del 1 de febrero de 2021. La agencia se encargará de la compra de medios y la planificación de la cartera completa de canales y redes relacionadas de la compañía líder de medios y entretenimiento en casi todos los mercados fuera de Estados Unidos. Además, se ocupará de la estrategia y el análisis de datos, audience science y marketing de precisión relacionado con su negocio de compra y planificación de medios.
Viacom International Media Networks (VIMN) forma parte de Viacom Inc. (NASDAQ: VIA, VIAB) y está compuesta por algunas de las marcas de entretenimiento más conocidas del mundo como MTV, Nickelodeon, Comedy Central, BET, Paramount Channel, Channel 5 (en Reino Unido), VH1, VIVA, COLORS, Spike, Game One y TR3s: MTV, Música y Más.
Las propiedades de Viacom llegan a unos 3.200 millones de hogares de aproximadamente 170 territorios en 40 idiomas, a través de más de 200 canales de televisión operados localmente, y más de 550 medios digitales y televisión móvil.
En España, la compañía opera con las cadenas televisivas de pago Comedy Central, Nick y MTV España.
"A medida que el entretenimiento se vuelve más global, continuamos adaptando nuestro negocio para cumplir con los cambios en el consumo. Confiamos en que la probada experiencia de Wavemaker en nuestra industria, así como su excelencia en la estrategia de datos y audiencia, así como en el marketing de precisión, nos ayudarán a impulsar el crecimiento de usuarios en nuestros canales de televisión lineales, al tiempo que avanzamos en la monetización de esos espectadores", señala Lee Sears, Executive Vice President and General Manager, Digital and Ad Sales de ViacomCBS Networks International.
Anna Hickey, Global Client President, quien dirigirá la cuenta en Wavemaker, añade: "VCNI es una empresa emocionante en un viaje de transformación y crecimiento, y su confianza en nosotros es un respaldo a nuestra estructura global, nuestra experiencia en la industria y nuestra capacidad para cumplir soluciones que provocan positivamente el crecimiento. Aplicaremos todas nuestras capacidades humanas y tecnológicas para impulsar el éxito de ViacomCBS en todo el mundo".
"Estamos muy orgullosos de expandir nuestra asociación con VCNI en todo el mundo. Agregar el negocio de la red Viacom a Paramount Studios es un testimonio del gran trabajo que hacemos actualmente y la solidez de nuestra relación. Es un momento realmente emocionante para ViacomCBS, y esperamos trabajar en estrecha colaboración a medida que evolucionan su modelo de negocio en todo el mundo", dice, por su parte, Toby Jenner, CEO global de Wavemaker.
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Originally published: Wednesday, December 23, 2020.
Additional source: MediaPost.
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