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ViacomCBS Networks International Announces Wavemaker as Global Media Agency of Record


Wavemaker has been appointed as the global media agency of record for leading global media and entertainment company ViacomCBS Networks International (VCNI), effective February 1, 2021.  Wavemaker will handle media buying and planning for the company’s complete portfolio of linear channels and related networks in nearly all markets outside the U.S. including the U.K, and will handle data strategy and analytics, audience sciences and precision marketing related to its media buying and planning business.

In the UK, Wavemaker’s brief will cover public service broadcaster Channel 5, in addition to pay TV brands Nickelodeon, MTV, Comedy Central and BET. The agency will be tasked with helping to drive linear viewing and increasing mobile app subscriptions, in addition to amplifying VCN UK’s live event campaigns and driving sales of consumer products.

Lee Sears, Executive Vice President and General Manager, Digital and Ad Sales, ViacomCBS Networks International, said of the appointment: “As entertainment becomes more global, we continue to adapt our business to meet shifts in consumption. We are confident that Wavemaker’s proven track record in our industry as well as its excellence in data and audience strategy and precision marketing will help us drive user growth across our linear TV channels, while also making progress in monetising those viewers.”

Anna Hickey, Global Client President, who will lead the account at Wavemaker, added: “VCNI is an exciting business on a journey of transformation and growth, and this appointment is an endorsement of our global structure, our industry experience and our ability to deliver solutions that positively provoke growth. We are looking forward to asking the tough questions and applying our most progressive capabilities to drive success for ViacomCBS across the world.”

Toby Jenner, Global CEO of Wavemaker, said: “We’re extremely proud to expand our partnership with VCNI around the world. Adding the Viacom network business to Paramount Studios is testament to the great work we currently do and the strength of the relationship. It’s a really exciting time for ViacomCBS, and we look forward to working closely together as they evolve their business model around the world.”

Wavemaker is the current agency of record for Paramount Pictures.

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