Spotify Awards World Media Account to Publicis’ OneVibe 

Spotify’s media assessment has concluded in the present day with the account awarding world media duties to Publicis Media.

The company has created a bespoke group, Publicis OneVibe, to service the account. It’s a variation of Publicis Media’s “Energy of One” mannequin, which faucets company expertise from throughout its media manufacturers.

The worldwide advisory MediaSense kicked off the assessment in mid-2023. Right this moment, Spotify notified each Publicis and the incumbent, IPG Mediabrands’ UM. Neither company may very well be reached for remark earlier than this story’s publication.

Publicis will take over the account—value nearly $245 million, by COMvergence’s estimates—this June. It’ll tackle world and regional model media administration, and assist efficiency advertising and marketing initiatives. Spotify’s in-house group will proceed dealing with its social efficiency spend, it confirmed.

“As Spotify’s enterprise and ambitions evolve, embracing change is essential to our artistic edge, as is doing all the pieces we will to attach with an ever-expanding world viewers of greater than 602 million customers in additional than 180 markets. We look ahead to a brand new chapter of brand name media and efficiency advertising and marketing excellence with Publicis OneVibe,” mentioned Marc Hazan, vp of selling and partnerships at Spotify, in a press release supplied to ADWEEK.

The choice follows Spotify’s 17% employees discount

In December, Spotify introduced it will lower 17% of its workforce. Its CEO, Daniel Ek, revealed a employees memo on its press web site, saying the layoffs and a broader enterprise technique pivot. Within the memo, Ek defined that the layoffs would assist to “right-size” Spotify, so it might fare higher in opposition to future enterprise challenges.

The cuts occurred regardless of Spotify’s constructive monetary outcomes, which remained sturdy all through 2023’s fourth quarter.

Spotify’s pandemic-era technique led to what Ek painted as a bloated workforce.

“In 2020 and 2021, we took benefit of the chance offered by lower-cost capital and invested considerably in group growth, content material enhancement, advertising and marketing and new verticals,” he wrote within the memo.

Ek acknowledged that all through 2022 and 2023, Spotify’s workforce made the corporate extra productive. However that’s not sufficient to make sure future development, Ek continued. On the coronary heart of Ek’s concern? Too many employees members supporting tasks, and never sufficient new tasks.

‘We have to change how we work’

The CEO attributes Spotify’s success to its early days, when its smaller workforce operated in a scrappier method.

“The Spotify of tomorrow have to be outlined by being relentlessly resourceful within the methods we function, innovate and sort out issues. This sort of resourcefulness transcends the essential definition—it’s about making ready for our subsequent section, the place being lean isn’t just an choice however a necessity,” he wrote.