Ending the current partnership with Omnicom’s OMD, Hasbro has entered a new partnership with GroupM for the global toy giant’s advertisement and media requirements.
“We’ve made the decision to consolidate media buying for Hasbro under a single agency in order to both drive efficiencies and to provide the best tools and resources for our current collective needs across our global business,” a Hasbro representative said. “After a thorough review of the agency landscape and our current partnerships, moving forward, all of our global markets will be resourced exclusively through GroupM.”
Hasbro will spend a whopping $225 million annually, for their advertisements.
Back in 2013, Hasbro enlisted OMD after what was declared as an ‘extensive review process’ at the time. Participants in the 2013 review included then-incumbent Interpublic Group of Cos.’ Initiative, which had only won the business from OMD three years earlier. Now, the reins are with GroupM; who is the world’s largest advertising media company, by billings. Headquartered in New York City, the company has over 32,000 employees and 400 offices in over 100 countries.