Wavemaker and Publicis Media Clinch Adobe’s $500 Million Global Media Account

Adobe has announced that it would split its approximately $500 million global b-to-c media business between WPP and Publicis Media. The holding companies will to service the account and see that the brand’s objectives are actualised

GroupM agency Wavemaker (parent company WPP) not only retained Adobe’s Americas business spanning the U.S., Latin America and Canada, but expanded its purview. Previously focused on brand marketing initiatives, Wavemaker now manages Adobe’s full-funnel strategy,  Ad Week reported.

The Americas business alone is worth $185 million, according to an RFP letter Adobe sent to agencies last August that Adweek later obtained. A source close to the matter tells Adweek Wavemaker’s Americas purview is actually worth as much as $250 million. WPP will also manage three global business lines for Adobe, worth about $100 million, according to the source.

“Adobe is now a top 10 client for us globally. This is a fantastic result fueled by our attitude of Positive Provocation, a phenomenal team effort and collaboration across Wavemaker, GroupM and WPP,” said Toby Jenner, global CEO at Wavemaker, in a statement.

Publicis Media won the international business, including the EMEA, APAC and Japan markets. The August RFP notes the international account is worth $296 million.

Both holding companies will also lead the agencies’ global COE, and will keep regional teams aligned with a single overarching marketing strategy.