The U.S. division of international telecom conglomerate Altice has chosen WPP’s Wavemaker and Y&R as its media and creative agencies of record, according to several sources with direct knowledge of the matter. The win came without a formal review, though sources say Wavemaker pitched against incumbent Horizon Media, which had managed the media business for approximately one year.
Previously, Altice’s U.S. division did not have a creative agency of record. Spokespeople for Wavemaker, Y&R and Horizon Media deferred to the client, which officially declined to comment.
According to Adweek’s sources, Altice first began working with Y&R in 2017, with the agency handling social media duties for a global campaign featuring soccer superstar Cristiano Ronaldo. This ad, like most of Altice’s previous international creative work, was produced in-house.
Ronaldo also starred in the company’s 2018 Super Bowl campaign, which ran under the Optimum brand with creative by Y&R and media by Wavemaker. The same sources claim that Altice’s decision to end its relationship with Horizon came not due to any performance concerns but, rather, from a desire by global leadership to work with a “WPP solutions” group while expanding in the United States.
Negotiations with both Y&R and Wavemaker began late last year, but the MSA contract was finalized earlier this month. Altice USA is a subsidiary of Netherlands-based Altice, which is the second-largest telecom provider in France. Read more from adweek.com…
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