Amazon has awarded Omnicom Media Group and WPP its global media account following a long-anticipated review of its advertising agencies, according to reports. This marks quite the shift for Amazon, having worked with IPG Mediabrands for over ten years.

Amazon spokesperson Margaret Callahan confirmed the win, the report revealed. OMG would lead media operations in the Americas, she added, with WPP covering EMEA and APAC.

Callahan said the decision followed a full review process, which considered each agency’s capabilities in media planning, pricing, and measurement, as well as account management in all regions. The process took upwards of six months and included a third-party review by MediaSense.

Even if Amazon loses this account, IPG Mediabrands will handle the media for Amazon Web Services, Amazon Business, and Amazon Ads. Amazon said the eventual switch wasn’t because they were disappointed with IPG’s performance but due to future requirements.

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Amazon’s total paid media spend worldwide was an estimated $4.8 billion in 2023, according to COMvergence. Of that, $2.5 billion had been handled by IPG Mediabrands-a sum encompassing programmatic ads, online video, and display advertising. Amazon will still handle search, social, and performance ads in-house, spending more than $2 billion.