NBCUniversal has pared down the number of media strategy and buying agencies handling its $1 billion in accounts to just two.
The company, which used about ten agencies previously, has pared down to Publicis Groupe’s SMG and GroupM’s Maxus, Comcast and NBCU announced Thursday. The combined accounts are worth in excess of $1 billion.
SMG, which had already worked with Comcast Cable, will continue to do so, and will also add the NBCUniversal theme parks to its portfolio. Maxus will handle NBCUniversal’s domestic properties, while GroupM's MediaCom will continue to represent the company outside the U.S.
In a statement, NBCU and Comcast said they wanted to consolidate their media strategy and planning.
"The decision to consolidate our media agencies was made in order to streamline the way our companies conduct business," the statement said. "We appreciate the tremendous work, creativity and talent of all the world-class media agencies that participated in the review process."