Publicis bags €500 million advertisement deal Other Services

Telefónica has awarded the global tender for a media agency to Publicis Group for the next five years, after a course of analysis and evaluation over the last five months, in which the 16 countries that Telefónica Group will apply the contract to all took part.

According to the Spanish press sources the deal worth EUR 500 million, the tender was launched as part of the company’s transparency policy, under which they regularly amend the suitability of their suppliers and associates. On this occasion, Telefónica’s aim was to find the best associate to implement a global solution for the whole Group, with all the related cost cutting and profitability from the investment.

On the tecnical aspect, the company considered the digital positioning of the applications, smooth with Telefónica’s transformation project to become a legitimate digital Telco leader in the market.

Telefónica started the bidding process in January and called six global agencies, eventually four of which took part in the tender ( WPP, Publicis, Dentsu and Havas). The French agency finally winning out due to its focus on new advertising practices, above all in digital media.

Telefonica already uses the Publicis Group in the UK, Germany and countries in Latin America, acquired the maximum number of points, and will be thus the Global Agency to channel Telefónica’s investment in the media from next year.

The company said it would continue working with Arena (Grupo Havas) and MindShare (Grupo WPP) in Spain and Argentina respectively until 01 January 2015, when the contract with Publicis comes into force. These agencies have shown professional capability and a fine performance in these countries and Telefónica is grateful for all their effort and professionalism.