Audible, Amazon’s audiobook and podcast platform, has appointed WPP media agency Wavemaker to handle its global media planning and buying.
Effective from today, Wavemaker will now handle Audible’s paid-media activity across the 10 marketplace services it operates for customers in the US, Canada, UK, Spain, France, Italy, Germany, India, Japan and Australia.
Despite being an Amazon company, the Audible brand execs decided to launch a competitive pitch for a global media agency. IPG’s Initiative is Amazon’s global media agency, having last retained the business after a review of the business in 2017.
The pitch was led by Cynthia Chu, chief financial officer and growth officer, and Susan Jurevics, EVP head of international. ID Comms supported the agency request-for-proposal process.
Toby Jenner, Wavemaker’s global CEO said the agency developed bespoke principles to support Audible’s “Next Level of Performance”. Jenner’s team has now been tasked with providing a single global network comprised of a connected team of specialists.
“We live in a world, now more than ever, where exceptional growth requires accelerated change,” Jenner added. “We are two businesses very much culturally aligned through our vision for the future.”