Tracking ad agency account reviews—the latest on brand creative, media and more
From the consultants to the incumbents, everything you need to know
While the marketing industry has increasingly moved to a project work model for ad agencies, there is still nothing that beats an agency-of-record win as a reliable source of revenue. In a move to track those big dollars in play, Ad Age is keeping tabs on notable accounts in review, including for creative and media.
This list will be updated as new information becomes available and is not representative of every ongoing agency review. You can help us out by sending account review tips to aatips@adage.com.
Learn more about the agency business by visiting our 2024 Agency Report, which includes an exclusive ranking of the world’s 30 biggest agency companies.
(Note: The dates on this list reflect when the entry was added to the chart or updated, and not necessarily when the review began. Completed reviews will be removed periodically.)
Arby’s
Scope: Arby’s, which put its creative account in review two weeks ago, has named Tombras its social media agency of record. The larger creative review is still ongoing.
Incumbent: Fallon
Consultant: Joanne Davis Consulting
PayPal
Scope: The fintech company is seeking a new global media agency after WPP resigned the account.
TJX
Scope: Parent company of chains including TJ Maxx, has launched a comprehensive media agency review as well as creative pitches for two of its brands,
Incumbent: Multiple incumbents
Consultant: Ebiquity, NBZ Partner
Motorola
Scope: Smartphone maker seeks to streamline its global creative work under a single agency partner.
Incumbent: Multiple incumbents
Consultant: R3
Pacific Life Insurance
Scope: Life insurance company named GSD&M as its agency of record. The Omnicom Group agency will handle creative, strategy, media buying and planning and social. First work is set to debut in August 2025.
Incumbent: Multiple incumbents
Consultant: Ark Advisors
Starz
Scope: The premium cable network moved its media business to Horizon Media from Canvas Worldwide, a spokesperson for the company confirmed.
Incumbent: Canvas Worldwide
American Express
Scope: Financial services company has launched a creative review for its U.S. business. Incumbent Dentsu is expected to defend, while WPP is also participating.
Incumbent: Dentsu
Ally Financial
Scope: Online banking company is looking to add an agency its roster. It has had conversations with agencies including Mischief @ No Fixed Address and Wieden+Kennedy.
Incumbent: Anomaly
CarMax
Scope: Used vehicle retailer CarMax appointed 72andSunny Los Angeles as its creative agency of record. The media portion of the review is still ongoing.
Incumbent: The Martin Agency and Dentsu X
Consultant: R3
Sam’s Club
Scope: Retailer consolidated its creative and media assignments with Publicis Groupe following a three-month review.
Incumbent: Horizon Next, Arnold
Northwestern Mutual
Scope: Provider of financial planning and life insurance hired independent agency PMG as its U.S. media agency following a competitive review.
Incumbent: Horizon Next
Consultant: MediaLink
Spectrum
Scope: The cable and internet provider chose VCCP and Horizon Media as its new lead creative agency and its media agency of record, respectively. WPP, Stagwell, Havas and Dentsu competed in the review.
Incumbent: Multiple incumbents, including iProspect and PMG
Consultant: ID Comms
Subway
Scope: Publicis Groupe’s Leo New York was awarded the restaurant chain’s U.S. creative account following a competitive review. Subway previously told Ad Age that it was also reviewing its U.S. paid media business, but multiple people close to the situation said that process hasn’t yet started.
Incumbent: Dentsu
Consultant: R3
Bacardi Limited
Scope: The liquor company has launched a global creative review for most of its brands. The review is said to include BBDO’s remit for the client, which includes brands such as Bacardi Rum, Bombay Sapphire Gin, Martini, Dewar’s and St-Germain. Grey Goose and Patrón, handled by BBH USA, are not part of the pitch.
Incumbent: BBDO
Geico
Scope: Insurer has put its creative agency search on hold.
Incumbent: The Martin Agency
Bumble
Scope: Bumble has launched an agency review for a global creative campaign. Agencies in the pitch include independents Mother, Wieden+Kennedy and Special Group and WPP’s AKQA.
Coca-Cola Co.
Scope: Coca-Cola Co. shifted its North America media account from WPP to rival Publicis Groupe following a closed review.
Incumbent: WPP’s Open X
Pacifico
Scope: Constellation Brands-owned beer brand hired Day One Agency as its creative agency of record following a review. Pacifico was looking for a “digital first, lifestyle-driven approach that can deliver compelling and memorable creative” to help meet its needs, a Constellation spokesperson previously told Ad Age.
Incumbent: Ogilvy
Hertz Global Holdings
Scope: The car rental company appointed Preacher as creative agency of record following a competitive review managed by Creative Haystack. The Austin, Texas-based indie will oversee the namesake Hertz brand and Dollar, a budget-friendly car rental alternative.
Incumbent: FKQ
Consultant: Creative Haystack
Publix
Scope: Publix Super Markets has awarded Fig its creative business and retained 22Squared to handle media following a review first reported last August.
Incumbent: 22Squared
Goodyear
Scope: Tire maker awarded Publicis Groupe the vast majority of its global marketing business in a consolidation play that impacted 60 agencies.
Incumbent: GSD&M, Colle McVoy
Porsche
Scope: Volkswagen Group-owned automaker has put its U.S. creative account into review.
Incumbent: Cramer-Krasselt
Consultant: Roth Ryan Hayes
Jared
Scope: Jewelry retailer owned by Signet Jewelers is conducting a review for a creative agency of record, a company spokesperson confirmed. The pitch is believed to be in the early stages. Jared had U.S. measured-media spending of $44 million in the first three quarters of 2024, according to MediaRadar. It spent $87 million on U.S. measured media in 2023.
Consultant: SRI International
Ikea
Scope: Swedish home goods retailer is conducting a review for its U.S. creative business.
Incumbent: Ogilvy
ESPN
Scope: Sports network selected BSSP to handle a project around its forthcoming streaming service
Incumbent: Arts & Letters
Mars
Scope: Consumer packaged goods conglomerate is set to launch a sprawling global agency review focused on Mars Snacking and Mars Petcare.
Incumbent: Multiple incumbents
Tim Hortons
Scope: Omnicom Group’s PHD won the Toronto-based coffee chain’s Canadian media business. PHD had already managed Tim Hortons’ U.S. media account.
Incumbent: Horizon Media and Monks
Consultant: ID Comms
USAA
Scope: Financial services company for veterans, military members and their families is conducting a review for a new marketing agency, including creative and content, social media and media responsibilities.
Incumbent: Publicis Groupe
United Parks & Resorts
Scope: Theme park and entertainment company is conducting a pitch to find a creative agency to create brand campaigns for its SeaWorld and Busch Gardens brands.
T-Mobile
Scope: Telecommunications company initiated a social media agency review for its T-Mobile and Metro by T-Mobile brands.
Incumbent: Multiple incumbents
Harry’s
Scope: Harry’s is set to launch a creative agency RFP soon, according to multiple people close to the situation. It’s unclear if the scope is for a project or a creative lead agency role.
Jordan’s Furniture
Scope: Jordan’s Furniture, which sells mattresses, home decor and other products, is running a creative review, according to multiple people familiar with the matter.
Consultant: The Palma Group
Whoop
Scope: Wearable technology company, which makes products such as fitness bands, is conducting a global creative review, according to multiple people familiar with the matter.
Amtrak
Scope: U.S. passenger railroad is searching for a lead social agency, according to people close to the situation.
Incumbent: Little Buddy Agency
Centers for Medicare & Medicaid Services
Scope: Federal agency, which provides health coverage to more than 160 million people through Medicare, Medicaid, the Children’s Health Insurance Program and the Health Insurance Marketplace, is looking for multiple shops to help develop, implement and evaluate national integrated communications campaigns.
Incumbent: Edelman, Weber Shandwick, Ketchum and Porter Novelli
Covered California
Scope: California’s health insurance marketplace is searching for an advertising agency of record. The goal is to find a shop capable of delivering “integrated communications services” through “statewide marketing campaigns in multiple languages,” helping maximize health insurance enrollment, according to an RFP document obtained by Ad Age.
Incumbent: Duncan Channon
WeWork
Scope: WeWork is searching for a creative agency as the shared-office company emerges from bankruptcy. It spent $14 million on measured media in the U.S. in 2023, an increase from $8 million in 2022.
