Amazon keeps faith with Initiative for global media

Amazon has reappointed Initiative to handle its global media account.

The Interpublic network has retained the business after triumphing over Publicis Media in the final round of its global media review that launched in July, according to reports from Ad Age and Ad Week in the US.

Omnicom was not involved in the review since it handles Google’s media.

IPG Mediabrands’ Initiative defended the business after winning Amazon’s global media in 2013.

Campaign has contacted Amazon and IPG Mediabrands for comment.

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