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OMG Emerges as Big Winner in Global Disney Review

This excerpt was originally published by Adweek.

The happiest client on Earth has shifted its global media business.

Disney concluded the global media review it launched back in May by sending the majority of the account to Omnicom and Publicis Groupe.

The review, conducted by MediaLink, initially included six agencies from across four holding companies, as well as independent media agency Horizon. WPP withdrew from the pitch in the U.S., citing a conflict of interest with client Comcast, but remained in contention for the APAC region, according to a source with direct knowledge of the review.

Omnicom created a bespoke unit called OMG23 for the review, in reference to Disney’s founding year of 1923, drawing talent and resources from across the Omnicom network. Disney awarded its North America movie studios account, including Disney Studios, Marvel Studios and 20th Century Fox, to OMG23, as well as its media channels in North America—which include ABC, Disney Channel, Freeform, FX and Nat Geo, sources with direct knowledge of the review told Adweek…

Disney spent around $1.525 billion globally last year, according to global data consultancy COMvergence. A source with knowledge of the account estimated the size of the assignment as considerably more substantial, around $2.2 billion, with the addition of Disney+ and 20th Century Fox properties.

The majority of this spending is in the U.S., where Kantar Media estimates Disney spent nearly $1.3 billion last year across all its properties. According to Kantar Media, the majority of spending was devoted to the studio entertainment properties (over $668 million) and media networks (nearly $259 million), with around $188 million spent on direct-to-consumer, $153 million on parks and experiences and a little under $28 million on consumer products.

Outside the U.S., Disney spent an estimated $30 million in Latin America, $300 million in EMEA and $170 million in APAC, according to COMvergence.