Who's in the running for Twitter media account?

James McGrath
By James McGrath | 7 May 2015

A handful of agencies are left in the running for the Twitter media account, with the decision on who the social media giant partners with expected “soon”, AdNews understands.

OMD, Carat and Bohemia Group are the agencies left in the game, AdNews understands.

*UPDATE: It was thought UM were involved in the pitch, but AdNews understands the agency had to withdraw from the process.

No agencies from GroupM and Publicis are lining up.

The omission of the latter two holding groups may come as somewhat as a surprise, given Twitter inked a deal with Starcom MediaVest in 2013 to sell inventory to the agency, and formed a “strategic partnership” with WPP in the same year.

Globally, it has also signed a deal with Omnicom's programmatic trading desk Accuen to give it a “first look” at mobile ad units on the social media platform, a $230 million two-year deal.

The account is being closely watched in agency circles, as while the amount of billings the account could bring to an agency is in question, there is of course the prestige of having the account.

The account is also of interest as it signals the intent from Twitter to drive brand awareness in the consumer segment through advertising.

As revealed by AdNews, the social media giant is on the lookout for a consumer marketing chief and is also on the lookout for a head of growth and a brand strategist.

Twitter is also expected to declare which creative agency it has appointed for the sales job imminently.

All agencies contacted declined to comment.

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