JPMorgan Chase Sends Media Buying and Planning Account to WPP, Dentsu

By Erik Oster Comment

JPMorgan Chase has sent the majority of its global media buying and planning responsibilities to WPP, a source with knowledge of the account told Adweek, concluding the media review JPMorgan Chase launched in September, which was overseen by MediaLink. Dentsu participated in the review and retained a portion of the account on which it had been an incumbent, according to this source. JPMorgan Chase has not yet responded to a request for comment.

While JPMorgan Chase spends about $400 million on media annually, according to data consultancy COMvergence, it’s unclear how much of that is represented by the assignment.

At the time of the review, sources told Adweek that digital media buying and planning was limited to offline media since the client handles digital media in-house. While JPMorgan Chase has an in-house digital media buying and planning team, however, the client does appear to also work with outside agency partners to at least some degree. The client handles digital media buying and planning responsibilities through a mix of its in-house team and external agency partners, according to a source with knowledge of the account.

JPMorgan Chase formerly worked with a number of media agencies globally and launched the review to consolidate its agency roster, according to sources with knowledge of the review. Publicis Groupe’s Zenith was one incumbent on the U.S. portion of the account. Zenith defended in the process which included Omnicom as well as Dentsu and WPP, according these sources.

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