Facebook unveils global agency roster, names lead agencies for main brands.

Facebook has named lead agencies for each of its apps and corporate brand. The agencies are Wieden + Kennedy, BBDO, Ogilvy, Leo Burnett and Droga5, and each will be responsible for global creative strategy and production for off-platform media. Facebook’s spokesperson confirmed the appointment to Marketing, adding that it is in the process of defining scopes for each of the brands, with work kicking off this summer and fall. The Facebook app will continue working with Wieden + Kennedy, expanding its relationship under the creative direction of the agency’s CCO and co-president Colleen DeCourcy. Wieden + Kennedy is currently responsible for the Facebook More Together campaign, which aims to get users more interested in Facebook Groups. WhatsApp, which Facebook says is one of the key pillars for its future growth, will tie-up with BBDO which impressed with its creative strength in key emerging markets such as India and Brazil, the spokesperson said. Meanwhile, Instagram will partner with Ogilvy with work being led out of New York. According to the spokesperson, Ogilvy’s proven creativity and strong local market focus was the key driver of its decision. As Messenger embarks on a journey to focus on privacy and interoperability, it will work with Leo Burnett which is “best positioned” to serve the app due to its strategic strength and creative leadership, the spokesperson added. The company is also working with Droga5 to further its corporate and business narrative. “We believe the impressive creativity and strategic rigour of Droga5, underpinned by the business transformation strengths and global reach of Accenture Interactive, will be an asset in reframing the Facebook company conversation as we aim at regaining trust,” Facebook’s spokesperson said.