Tiffany Consolidates Its Global Media Business at a Single Shop

Brand with $100m annual spend goes to MEC

Fresh off the hunt for a new creative shop, Tiffany now has a new agency for media, as well.

The luxury brand has hired MEC to handle its global media business, eight months after tapping Ogilvy & Mather as its lead creative agency, according to sources. Global media spending approaches $100 million annually.

The media hire came after a review in which there were two other finalists: MediaCom and a team of executives within Omnicom Media Group, sources said. Ark Advisors in New York helped manage the search, which began during the summer.

Previously, Tiffany's media planning and buying had been split regionally among several agencies. For example, Merkle handled the business in North America; UM had it in Europe, the Middle East and Africa; Carat, in the Asia-Pacific region; and PHD and Media 8 shared responsibilities in Latin America.

MEC, a unit of WPP Group's GroupM, referred calls to Tiffany in New York, which could not immediately be reached. But sources said that Tiffany executives had notified the contenders of their decision.